Jif: Putting The 'Jifness' Back into Jif
Paper looks at 15 year advertising from product launch in 1974 to 1989. Although campaign itself changed very little the executions were very different in 1989 from the launch. Research argued that long campaigns over time initially generate a powerful response on first airing but meanings can change. New advertising in 1991 was able to recover those powerful original brand meanings, leading to a more sales responsive television campaign. Brand was renewed and campaign prevented the need for repositioning.