AT&T Inc.: Carrot Top campaign
Frank CasoOVERVIEW
In 1982 the U.S. government mandated the breakup of the vast network of the American Telephone and Telegraph Company (AT&T) into smaller regional companies, the so-called Baby Bells. The regional companies handled local telephone calls, while AT&T continued to offer long-distance service. One area in which the new AT&T decisively lagged behind its competitors was in collect calls. The AT&T brand, 1-800 Call ATT for Collect Calls, had an uphill battle to overtake the category leader, or at least to gain market share, in long-distance collect calls, an area that was itself...