TITLE

Kraft's direct success, Gevalia Kaffe, tries TV

AUTHOR(S)
Krol, Carol; Cuneo, Alice Z.
PUB. DATE
February 1999
SOURCE
Advertising Age;2/22/1999, Vol. 70 Issue 8, p76
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that Kraft Foods' gourmet coffee brand Gevalia Kaffe has launched its first television advertisement. The 146-year old brand that sprouted into a $150 million business through direct selling is launching a three-week test to assess the effectiveness of television advertising. FCB Direct created the spots. The advertisement is trying to persuade consumers to join Gevalia's subscription program by signing up for a 1-pound shipment of coffee. One spot offers a free drip coffeemaker and two ceramic mugs with an initial $10 coffee purchase. Another spot gives away a pump thermos and two mugs. The company would not disclose its advertising spending.
ACCESSION #
1590371

 

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