Abstract:

The marketing objective for Cinzano Bianco is to extend the market by bringing both drinkers of other Vermouths and drinkers from surrounding territories (e.g. wine, soft spirits and single measure branded drinks) to itself. Cinzano Bianco is known to these drinkers but has been passed by. The advertising objectives are, therefore, to encourage them to re-assess Cinzano Bianco as a drink with multi-layered versatility in unisex terms. The objectives of the research reported here were:

1. To examine each campaign to see if it makes the Cinzano Bianco proposition more acceptable and accessible to potential drinkers than the present proposition;

2. This being so, for each idea examined to obtain guidance as to which of the ideas is potentially the strongest.