TITLE

What's behind the mystery ad?

AUTHOR(S)
Dagnoli, Judann; Fahey, Alison
PUB. DATE
September 1991
SOURCE
Advertising Age;9/23/1991, Vol. 62 Issue 39, p17
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the advertising campaigns launched by McCain Citrus and Philip Morris USA featuring mystery products in September 1991. Keeping the product under wraps is the strategy in two campaigns unveiled by the companies. Neither campaign shows or identifies the product being advertised. The taste-test challenge advertisements call their own products Brand X and invite consumers to send in a coupon to solve the mystery for themselves. While the Philip Morris advertisement, believed to be for Merit cigarettes, is a revival of its famed Merit Taste Challenge campaign first run in 1987. McCain's effort supports the New York and Philadelphia, Pennsylvania introduction of Boku, a fruit juice targeting adults.
ACCESSION #
10338983

 

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