Agency: BMP DDB Needham | Author: Anneke Elwes |
The Launch of Gini
This is a simple story about the launch of Gini into a crowded and, in advertising terms, undifferentiated market. It is a straightforward account of how advertising contributed to arousing interest in a new product launch and stimulating trial. It is not a mould-breaking case history nor a complicated one. However, its ability to clearly demonstrate the value of advertising in contributing to one of the most successful launches of recent years, makes it well worth writing.
BUSINESS BACKGROUND
Cadbury Schweppes bought the rights to the...