The coffee bag market and in particular, Kenco, has a lot of latent potentials which should be well worth exploiting. In order to obtain an evaluation of this potential, it is proposed to run a test area television commercial to promote 'Kenco Fresh Coffee Bags'. It has been proposed to use the Midlands TV area for this test. The Agency has developed several advertising executions, as yet in an embryo form. The objective of the research was to evaluate the potential of each of these propositions.
- This could also be of interest