A case history on research-based below-the-line campaign

Date of publication: May 19, 1971

Author: Bernard Krief

Abstract:

The problem consisted in promoting the sales of two cigarette brands: A. Cigarettes, rather strong-tasting American conventional filter-tipped cigarettes; - B. Cigarettes, blond cigarettes, with a very light aroma thanks to its very efficient active carbon filter. Consequently, we had to find the occasions and means to get these cigarettes tasted by the most interesting population segments and sometimes create events likely lo allow this promotional action to unfold under optimum conditions by making sure that the actual event would not relegate the brand into the background. This is what we call the F.O.P. rule : "Focus on Product".

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