Agency: BMP DDB Needham | Author: Rachel Hatton |
'No use crying': How advertising prevented milk from getting spilt
INTRODUCTION
This is a paper about averting a potential crisis situation. Occasionally, certain things befall markets - like health scares - that marketers are powerless to affect. When this happens, the key issue becomes one of gaining control of a situation that is essentially beyond one's control.
In 1994, the National Dairy Council feared that they might have such a crisis on their hands. From 1992 onwards, doctors and health visitors began to revise upwards the age at which they...