Most case stories are. written when the success is an established fact. This paper is a case where part of the story was written in advance, in the form of objectives. To be precise, it is a case story the outcome of which is not yet known. The story concerns the introduction of Pall Mall cigarettes in Denmark, launched in September 1964, after marketing preparations and testing were accomplished for the initial ad campaign. We are now in the process of seeing whether or not the market responds as our tests predicted. To the extent that it did not, we shall be grateful to those readers who can help by telling us why.