Abstract:

The Company is revising the 'Sweet as the Moment' TV campaign which was so successful in the late 1950s. Two executions of the theme have been produced with the same visual and sound but one with a Solo Boy insert and the other with MVO insert. The research objectives therefore were: 

1. To investigate the effectiveness and suitability of the new 'Sweet as the Moment' commercials for Birds Eye Peas amongst loyalists and infrequent users of the brand;

2. To comment on the long term suitability of the new advertising format for peas and pea-based products;

2. To assess the relative merits of the two executions of 'Sweet as the Moment' both in colour and black and white.

About this collection: 
Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French. Cooper studied Clinical Psychology at the University of Manchester where he became a Lecturer in the early 1960s. He became involved in conducting commercial Motivational Research and by 1968 opened Cooper Research & Marketing in Manchester. Cooper was one of the key pioneers of what we now know as Qualitative Research. CRAM opened its London office in Wimpole Street in 1970 and moved to 53 St Martins Lane, WC2N 4EA, in 1972 where it remained until Peter's passing in 2010. The company changed its name to CRAM International in around 1985/86, reflecting the increasingly international nature of its work. The CRAM/Peter Cooper Archive Collection, which includes commercial research reports and early academic papers, has been preserved by Peter's children, Diana, Helen and Jonathan, and his colleague Simon Patterson. The scanning of the Archive has been supported by ESOMAR, AMSR, Peter's colleague Dr Alan Branthwaite & family, the Cooper family, and QRi Consulting. The CRAM/Peter Cooper Archive Collection is managed by QRi Consulting. The CRAM logo and CRAM International name are Registered Trademarks and the property of QRi Consulting.