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...