Agency: Still Price Court Twivy D'Souza | Author: Sev D'Souza |
Red Mountain: Ground Coffee Taste Without the Grind
THE RATIONALE BEHIND THE CAMPAIGN
Business background
Brooke Bond, best known for its heritage in tea, identified that a duopoly existed in the coffee market between Nestl (Nescaf) and General Foods (Maxwell House).
The ubiquity of the two brands, their long-established place in the market in addition to their heavy advertising investment, clearly meant that a new entrant would have significant difficulty in mounting a serious challenge to their dominance.
But Brooke Bond, with a strong reputation in hot...