P&G pours Millstone's first national TV effort

Snyder, Beth; Kramer, Louise
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p8
Trade Publication
This article describes the first national television advertising campaign launched by Procter & Gamble Co. for Millstone. The estimated $20 million effort is the first work from New York-based D'Arcy Masius Benton & Bowles, since Millstone moved from sister shop N.W. Ayer & Partners (A&P) in March. The advertisements feature coffee cups morphing into an ocean liner, mountain and the moon to highlight Foglifter, Swiss Chocolate Almond and Caffe Midnight, respectively. The advertisements also are a departure from traditional coffee advertising. The advertisements come as the battlefield changes in the slow-growing whole-bean segment of the supermarket coffee business. Both Millstone and Starbucks have posted significant gains, while category leader Eight O'Clock coffee from A&P has stumbled.


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