Borden offers Wyler's as meal-solution brand

Thompson, Stephanie
September 1999
Advertising Age;9/6/1999, Vol. 70 Issue 37, p41
Trade Publication
This article reports on the plan of Borden Foods to introduce Wyler's Shakers instant powdered bouillon and seasoning with the brand's first television advertising in 20 years. The spot will back a formulated, faster-dissolving version of Wyler's bouillon cubes and a repackaging of the entire line. The effort--along with a second campaign supporting varieties of its Classico pasta sauce marks the first step in a delayed strategy. The plan is to use Wyler's and Classico as the platform to establish Borden as a leader in meal solutions through technologically innovated products.


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