Page 13 - Tracey Communications Banking Brochure

Case Study: Bigelow Tea OBJECTIVE: • To identify the best target market to promote primarily green tea. • To implement a national strategy in print and radio. • To garner more share in the national “specialty tea market.” STRATEGY: Through its proprietary service of Strategic Accuracy Testing®, TC identified key feature/benefits that resonated with target audiences. We also identified men as the most opportunity for new market share. CREATIVE & EXECUTION: “Look Who’s Drinking Bigelow Tea Now” • Recruited male celebrities to promote Bigelow Green Tea • Created advertisements that targeted specific magazines that were read primarily by male audiences • Encouraged personal endorsements of radio hosts to personalize the use of the brand PRINT ADVERTISING TraceyCommunications.com