Agency: D'Arcy Macmanus Benton & Bowles | Author: Hilary Boszko |
'I Pick the Round': How a New Product Format and a Change in Advertising Strategy Shook Up the Tea Market
In three sentences
- In a market not susceptible to change, profound changes were happening.
- The number-one brand, previously dominant, was being challenged for market leadership by the long-term number two, in a new format.
- Advertising played an indispensable part in this ...