Shakers Cocktails: The effect of advertising on the launch of Shakers Cocktails
Launch of Shakers pre-mixed cocktails. Target: younger C1C2 women. Four product variants. Objective: to build awareness and promote as a take-home product. Media: TV. Evaluation: comparisons in advertised and non-advertised areas showed differences in brand awareness, rate of sale and volume sales. These patterns were reversed when the ad support was shifted between areas.