|Agency: DDB London
|Authors: Alex Huzzey, Julia Wood, Rachel Leaver, Maria Garcia, Les Binet and Sarah Carter
Tropicana – How the Big Apple helped sell orange juice
In these days of “media neutral”, “consumer generated content”, “podcasts”, PVRs and the like, a visiting alien marketing person could be forgiven for thinking that TV advertising is finished.
This is a simple but powerful reminder of what TV advertising at its best can do; reversing a brand's declining market share, justifying a huge premium over own label, and ultimately driving both penetration and loyalty.
This paper also demonstrates that despite...