Agency: Boase Massimi Pollitt Partnership | Author: Paul Feldwick |
The Repositioning of Hellmann's Mayonnaise
INTRODUCTION
Most of the classic studies of advertising effectiveness start with a sluggish or declining sales graph, which is then dramatically reversed by the new campaign. Hellmann's is different: it was already a healthily growing brand and the need for a new initiative was not immediately obvious, though we believe and hope to show it was crucially necessary. And, of course, it presents a particular challenge to demonstrate advertising effectiveness under these circumstances.
BACKGROUND
Hellmann's importance to CPC
CPC Best Foods Division is one...