P&G takes Millstone coffee into mail-order

Neff, Jack
March 1997
Advertising Age;3/31/1997, Vol. 68 Issue 13, p33
Trade Publication
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 backing the test with direct mail and print ads by Rapp Collins Worldwide, New York, including an insert in the March 1997 issue of Martha Stewart Living. Procter & Gamble also is updating Millstone's supermarket product with a new logo. It launched new television an print advertising last 1996 via N.W. Ayer & Partners, New York.


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