Agency: BMP Davidson Pearce | Author: Martin Deboo |
Quaker Harvest: How Advertising Established the Leading Personality in an Emerging Market
INTRODUCTION
This paper demonstrates the contribution that advertising has made to the success of a major new product - Quaker Harvest Chewy Bars.
Our central theme is that advertising was an important element in the brand's differential advantage because it endowed Harvest Chewy Bars with a clear personality that has set them apart in a competitive marketplace.
BACKGROUND - THE GROWING CEREAL-BAR MARKET
The trend in the 1980s towards healthier eating has radically reshaped many...