Seven Big Ideas - Cinzano Vermouth Campaign

James Durfree

In his speech to the 1967 Central Annual Conference of the American Association of Advertising Agencies (4A's), James Durfree, the President of Carl Ally Inc., describes how his agency increased product sales as high as 123% for its client, Cinzano.

Seven Big Ideas - Cinzano Vermouth Campaign

James Durfree

I think there is a version of the Chinese torture going on here. I have been asked to speak on vermouth. We all know what you do with vermouth and, at the bottom of the program for this session, there is a footnote that says, "There will be no cocktails before lunch so that lunch can be started promptly at 12:15." That's torture!

I've been asked to talk on a small budget campaign, but I want to emphasize I do not advocate small budget campaigns. What we did for Cinzano initially...

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