Beverages - Non-Alcohol

Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.




To introduce Columbian Supreme, Maxwell House's first entry into the premium priced ground coffee market. Consumers needed to be convinced that Columbian Supreme is a highly quality, great tasting 100% Columbian coffee from Maxwell House. "Chant" uses the images, beauty and majesty of Columbia to reinforce and celebrate the Columbian taste credentials of the coffee.

Brand: Maxwell House Columbia Supreme
Client: General Foods Corp.
Agency: D'Arcy Masius Benton & Bowles, Inc.

Diet Pepsi

Diet Pepsi's 1989 advertising objectives were to: 1) narrow a market share disadvantage vs. Diet Coke; 2) increase volume while absorbing higher pricing; 3) increase consumer preference for Diet Pepsi (vs. Diet Coke); 4) improve brand imagery relative to Diet Coke; 5) increase brand and advertising awareness.

Brand: Diet Pepsi
Client: Pepsi-Cola Company
Agency: BBDO New York

Stop the World

In order to boost market share in the powdered soft drink category, the target audience was narrowed down to capture the highest users of powdered soft drinks. The advertising campaign, "Stop the World" was designed to convince the target audience that Wyler's was the drink they had to have no matter what.

Brand: Wyler's
Client: Unilever/Lipton
Agency: Griffin Bacal, Inc.

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