Abstract:

Earlier qualitative research by CRAM Ltd in March 1976 indicated that of all the advertising approaches developed by JWT Ltd. for 30% Bran Flakes, the most fruitful was 'Town Mouse'. This has now been developed into a finished form, and accordingly, consumer research was required in order to:

1. Determine the communication of the approach;

2. Examine its interest and appeal;

3. Probe for possible negatives surrounding the use of mice;

4. Determine whether or not the novelty of the concept overshadows the brand and the communication.