Quatro: Launch success through tight targeting
Aimed at 14-18 year olds the four fruit carbonated drink was launched in 1984. Wanted to position the brand as futuristic and high tech, reflected in the name and packaging. May 1984 TV campaign with a Christmas follow up. New commercials ran in the next year. Campaign reached high level of spontaneous recall. Sales and claimed purchase coincided with advertising, falling when campaign was no longer being aired.