Sanka Knows Best

Article Abstract:

Sanka brand decaffeinated coffee successfully used Robert Young as its spokesperson in television commercials. The advertising campaign made Sanka the decaffeinated market share leader. Sanka now wants to attract younger consumers. Young was let go because he targeted older consumers. The health conscious younger consumers have become a major decaffeinated market. General Foods developed the Sanka brand position for this health conscious consumer.

Advertising, Coffee (Beverage), Coffee

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American Vintners Try Reverse Chic

Article Abstract:

than price cutting. The way to sell American wine today to the American public, is by selling quality.

Marketing, Public relations, Alcoholic beverages, International competition (Commerce), International competition (Economics), Product lines

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