Agency: MWO, ZenithOptimedia | Authors: Dan Boyd |
Ryvita Minis – The campaign that's big in every way
A PAPER ON RYVITA – ARE YOU CRACKERS? I THOUGHT THEY'D ALMOST DISAPPEARED SINCE THE 1970s
Well, so did a whole generation of consumers who now thought of it as an old fashioned dieting product that tasted like cardboard.
By the 1990s sales and profits were in freefall as the brand was held back by a moribund consumer base. Business prospects looked pretty bleak.
Anyway, it's crispbread not crackers.
OH. SO WHAT'S THIS PAPER ABOUT THEN?
It shows how the advertising launch...