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Publish a cartoon strip across the packaging of a
number of associated products. Consumers could follow
the fortunes of the characters on crisp packets, yoghurt
pots and lollipop sticks. The familiarity of the comic
strip would help introduce consumers to new products
they might otherwise not try.

363CharlesAddison
24 February 2002
Produce a television commercial of typically striking,
aspirational or quirky imagery, which doesn’t actually Editor’s note:
name the advertiser. A competition would be run in There are a great
which viewers could text or call in with their guesses asmany television
to what the ad might be trying to sell. viewers who would
fail this test of brand
Dan Friedman recognition even in
response to
36427February2002 commercials that do
name the advertiser!