Abstract:
Exposure to the advertising reinforces Cinzano Bianco as a very acceptable drink to consumers related particularly to holidays and casual drinking situations where all drink is incidental to the enjoyment. The refreshing qualities and mixability were readily communicated and the inclusion of men in the drinking situation was appreciated by users. Two routes were indicated for advertising development:
1. Carrying the normality of Cinzano Bianco drinking even further, taking advantage of its probable position in the drinks cabinet, by reinforcing in-home usage with friends or between husbands and wife. This route is based on the economy and accessibility of the product in the supermarket;
2. Giving the product higher value as an alternative justification to drinking it in a low key way, and as an invitation to non-users. This may demand a more dramatic approach and emphasis on product and drinking qualities.
Research Reports
Qualitative research on creative research on campaign ideas for Cinzano Bianco
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
December 1, 1976
Research Papers
The development of advertising for Martini in the UK
Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: David Wilding
 
June 15, 1973
Research Reports
Qualitative research into advertising developments for Noilly
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
May 10, 1975
