Agency: Bartle Bogle Hegarty | Author: Emma Cookson |
Hagen-Dazs - Some like it hotter
INTRODUCTION
This paper seeks to demonstrate how planning helpedidentify the need to change an extremely popular, successful and well-established advertising campaign.
It goes on to explain the contribution of planning in steering the development of new creative work, so that valuable past campaign strengths were retained whilst, simultaneously, new issues were addressed. The resultant new advertising achieved the harmonious synthesis of key properties from the past, with original and new elements.
AN ACT TO FOLLOW
In 1991 Hagen-Dazs was launched on to...