Marketing in a Commodity Industry: The Launch of Californian Raisins

Describes the creation of a brand in a largely commodity market. Spring 1984 campaign for Californian raisins, generic and for the Sun Maid brand.
Agency: Foote Cone & BeldingAuthor: Tim Broadbent

Marketing in a commodity industry: The launch of Californian Raisins

SUMMARY

This case history describes the creation of a brand in a large commodity market. The California Raisin Advisory Board, with the help of funds from the Foreign Agricultural Service (FAS) of the United States Government, launched a spring 1984 advertising campaign through Foote, Cone & Belding for Californian raisins as a generic category and also for the Sun Maid brand. They wanted to test how well consumer-based marketing techniques would work. America's share of the...

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