TASSIMO
Ogilvy
Section I — Basic information
Business Results Period (Consecutive Months): | January 2010 - December 2010. |
Start of Advertising/Communication Effort: | May 1 2010. |
Base Period as a Benchmark: | Calendar 2009. |
Section II — Situation analysis
a) Overall Assessment
Introduced into North America ten years ago, the single serve brewing category experienced slow growth compared to Europe, where some countries saw up to 70% penetration. In Canada, it was a relatively new category, and all the players sounded alike to our target. Lifestyle advertising promoted this different way of enjoying hot beverages at home.
Canada had been adapting global TASSIMO...