Agency: Abbott Mead Vickers/SMS Author: Leslie Butterfeild

Paul Masson California Carafes - 'They're Really Jolly Good'

INTRODUCTION

The success of Paul Masson California Carafes since their launch in the summer of 1980 in itself provides a fascinating and powerful case history. The purpose of this paper however is to demonstrate advertising effectiveness in a specific phase of that period. That phase is a crucial one for many products, namely the period after initial launch when the original momentum of consumer and trade 'novelty' is no longer sufficient to propel the brand forward, and competitive pressures are building. It is also the case that in a rapidly growing market (such as table wines) no new product stays 'new' for very long. Thus after two years in the market the Paul Masson California Carafe was an established wine product.