May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p66
Trade Publication
This section focuses on several advertising campaigns for ice cream in the U.S. The initials may stand for The Country's Best Yogurt (TCBY), but a TCBY campaign focuses on its cream offerings. Stone & Ward Inc. in Little Rock, Arkansas, created the advertisement, which features children in adult activities, like a college graduation and a wedding, as they enjoy TCBY products. Starbucks Coffee Co. launched the first national magazine campaign for its supermarket ice cream line in May 1999. The advertising from Fallon McElligott in Minneapolis, is part of Starbucks' effort to expand its brand beyond its coffee stores.


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