In the early 90's, the brand was seen as dedicated to children but in the mid 90's the brand has been repositionned from "just for the kids" to the "kids in all of us". The shift has been done with the famous advertising "Real taste of life" :
http://www.youtube.com/watch?v=fO2FYKddTvg&feature=player_detailpage
It appeals to the child in every adult and the brand became the perfect representation of spontaneity, sense of humour, craziness...
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