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

Leslie Butterfeild

Describes the campaign for Paul Masson California Carafes in 1982-4. Launch of the brand in 1980 had been very successful, and it was established by 1982; the history and early evaluation of the launch is described (Nielsen, Gordon Simmons Research tracking quoted).
Agency: Abbott Mead Vickers/SMSAuthor: 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...

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