Red Mountain: Coffee taste without the grind
Product negatively perceived compared to Maxwell House and Gold Blend. Mainly TV was used supported by cinema and women's magazines followed later by posters and radio. Evidence shows that campaign turned Red Mountain into a major brand. Value share increased and could be attributed to the campaign ad price and distribution had remained much the same. The brand was being reappraised by the consumer. In conclusion the brand succeeded in doubling market share, consumer attitudes improved and trade confidence grew.