The Pepsi 'Meunier' campaign

S Davis, R Baranowski, S Mowbray, R Shanks, J McCarter and R Thibaudeau

Pepsi 'Meunier' campaign in Quebec, launched in 1985, now in 7th year. Previous advertising had failed in Quebec, unlike elsewhere, and the brand had stalled at 87% of Coca-Cola's share (1984).
Agency: Blouin Coulombe Dube Thompson and J Walter ThompsonAuthors: S Davis, R Baranowski, S Mowbray, R Shanks, J McCarter and R Thibaudeau

The Pepsi 'Meunier' Campaign

INTRODUCTION

Pepsi-Cola Canada's 'Meunier' campaign demonstrates how art and science converge to create advertising that works. The science of advertising is the qualitative and quantitative research that sheds light on the target market. The art comes from interpreting that data, often in new and unique ways, by asking the right questions and learning how to 'listen' carefully to discover the underlying needs and wants of the customer. It is from this...

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