TITLE

Folgers' new instant shoots from the hip

AUTHOR(S)
Kramer, Louise
PUB. DATE
November 1999
SOURCE
Advertising Age;11/15/1999, Vol. 70 Issue 47, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the advertising campaign launched by Procter & Gamble Co. for its Folgers Cafe Latte product. As part of a number of moves to add contemporary appeal to its main coffee franchise, the marketer has unveiled a market test of the product. Procter is also tweaking Folgers advertising to draw in younger consumers and updates a campaign that made its debut in 1985. The estimated $50 million account is housed at D'Arcy Masius Benton & Bowles. The Cafe Latte product was inspired by the popularity of coffee drinks sold at cafes. It is targeted to appeal to young consumers who have been introduced to the latte-drinking phenomenon in cafes.
ACCESSION #
2492292

 

Related Articles

  • P&G enters iced coffee category. Kramer, Louise; Ross, Chuck; Petrecca, Laura; Neff, Jack // Advertising Age;11/30/1998, Vol. 69 Issue 48, p1 

    This article reports on the market testing for the Jakada Iced Mocha Refresher blended bottled coffee manufactured by Procter & Gamble Co. in Visalia, California as of November 1998. The market evaluation is supported by an advertising campaign developed by N.W. Ayer & Partners. The product is...

  • Java Straight Up. Grimm, Matthew // American Demographics;Feb2001, Vol. 23 Issue 2, p66 

    Focuses on the marketing for Cafe Latte, a coffee drink developed by the Procter and Gamble company. Target market of the company in the United States; Evaluation of the company's advertising campaigns; Assessment of the coffee drink.

  • P&G takes Millstone coffee into mail-order. Neff, Jack // Advertising Age;3/31/1997, Vol. 68 Issue 13, p33 

    The article reports the market tests conducted by Procter & Gamble Co. for its Millstone Signature Blend mail-order coffee in the U.S. The program custom-matches consumers to various blends of premium coffee, depending on taste preferences indicated through questionnaires. Procter & Gamble is...

  • P&G test-marketing Ultra Folgers coffee.  // Marketing News;9/12/94, Vol. 28 Issue 19, p2 

    The article reports that Procter & Gamble Co. will conduct a test market for its new Ultra Folgers coffee in Evansville, Indiana. The new product will be sold in addition to the company's existing Folgers coffee. According to the company, they have spent two years developing a new roasting...

  • P&G introduces trio of products in DMB&B boon. Neff, Jack // Advertising Age;5/22/2000, Vol. 71 Issue 22, p77 

    The article focuses on new products being marketed by Procter & Gamble Co. as of May 2000. An advertising campaign will accompany the new Swiffer Max electrostatic duster. The Envive miniform external feminine protection products is undergoing a market testing. Planning is underway for the...

  • Why P&G plans to move its media. Bently, Stephanie // Marketing Week;7/9/1998, Vol. 21 Issue 19, p22 

    Speculates that one of the United Kingdom's largest advertisers will be eligible for Procter and Gamble company's media advertising account. Identification of the advertising agencies which the company formerly used; Amount of money the company spent on television advertising in 1997; Impact...

  • Clairol overhauls ad arrangements. Arnold, Matthew // Marketing (00253650);1/24/2002, p2 

    Reports on the changes in the advertising arrangements for Procter&Gamble's Clairol brand in Great Britain. Marketing budget; Change in the advertising for some Clairol brands; Uncertainty of the applicability of the switch of media agents to other markets.

  • Crest Ads: All the World's a Smile. Sampey, Kathleen // Adweek Southeast Edition;04/17/2000, Vol. 21 Issue 16, p87 

    Focuses on the advertising campaign for Crest toothpaste of Procter & Gamble company. Details on the campaign created by D'Arcy Masius Benton & Bowles company; Concept of the campaign.

  • Burnett Creates Serial for Secret. Baar, Aaron // Adweek Eastern Edition;7/15/2002, Vol. 43 Issue 29, p5 

    Reports the creation of the advertising campaign for Procter & Gamble's Secret anti-perspirant deodorant by Leo Burnett in Chicago, Illinois. Impact of the advertisement on women; Features of the anti-perspirant spots; Cost of the advertising campaign.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics