TITLE

Penguin

AUTHOR(S)
Fitzgerald, Kate
PUB. DATE
June 2000
SOURCE
Advertising Age;6/26/2000, Vol. 71 Issue 27, ps28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the marketing efforts of Adam Smith, co-founder of Penguin Original Caffeinated Peppermints. Precedence of creativity over an advertising budget; Why they named the mints after an Arctic bird; Effect of word-of-mouth advertising on the success of the mints; Sales projections for 2000.
ACCESSION #
3250394

 

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