Cafe Hag: How advertising helped build Cafe Hag's share of the decaffeinated coffee market

1984-6 advertising re-launch. Paper summarises the coffee and the decaffeinated coffee market. Cafe Hag was declining due to competition despite sales in that sector growing. Consumers drank decaffeinated for health reasons but didn't enjoy the taste. Started with press and TV but press not seen to be effective. Evaluation of the campaign showed share growth from 33% to a high of 45%. Genuine increase in new users.