The Launch of Gini

Anneke Elwes

Launch (1991) of a new carbonated soft drink into a crowded and undifferentiated market. Describes the development of the unique positioning: imagery, the target market, the 'Mediterranean' creative strategy for the TV commercial (qualitative research helped here).
Agency: BMP DDB NeedhamAuthor: Anneke Elwes

The Launch of Gini

This is a simple story about the launch of Gini into a crowded and, in advertising terms, undifferentiated market. It is a straightforward account of how advertising contributed to arousing interest in a new product launch and stimulating trial. It is not a mould-breaking case history nor a complicated one. However, its ability to clearly demonstrate the value of advertising in contributing to one of the most successful launches of recent years, makes it well worth writing.

BUSINESS BACKGROUND

Cadbury Schweppes bought the rights to the...

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