TITLE

By losing the spoon, General Mills wins big

AUTHOR(S)
Thompson, Stephanie
PUB. DATE
September 1999
SOURCE
Advertising Age;9/27/1999, Vol. 70 Issue 40, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks at the marketing strategy of General Mills for its Go-Gurt yogurt brand in the U.S. as of September 1999. The company hopes to drive yogurt consumption among eight- to twelve-year old children. It plans to spend $10 million in advertising for the category. The effort includes an eight-week run of TV spots from advertising agency Saatchi & Saatchi. General Mills is a dominant player in the $1.8 billion refrigerated yogurt category with sales up 19% to $565 million for the year ended July 18.
ACCESSION #
2308044

 

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