Films for the Humanities and Sciences - Maxed Messages: Launching a New Ad Campaign

Maxed Messages: Launching a New Ad Campaign

The popular bread-spread Marmite is headed for store shelves in a new squeezable bottle—and now the public must be alerted and mobilized. This program examines the formation of the advertising campaign that will launch the product. Going inside creative meetings and consumer testing sessions, the program follows the evolution of TV ad messages from storyboarded pitches to the final chosen concept. Attempts in both TV and print highlight the challenge of appearing edgy and trustworthy at the same time. Problems increase when a favored print-ad approach doesn’t jibe with the realities of the product—until the product is modified to match the ads. (25 minutes)

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Item#: BVL36451
Copyright date: ©2005
DVD ISBN 978-1-4213-5827-7

Part of the Series : The Big Squeeze: Rejuvenating a Century-Old Brand


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