Lasker's Sunkist campaign taught America to drink orange juice daily, not just to buy one brand.
Lasker's Sunkist campaign taught America to drink orange juice daily, not just to buy one brand.
Lasker: “If the public is to be educated to the use of goods, it must pay the cost of its education.” The campaign educated a market that did not yet know it needed the product, then let the brand own the category.
Clean play. Educate the market first, then own the category. A Classic Play for Rule 34.
Lasker's campaign taught America to drink orange juice every day instead of simply pushing one brand.
Educating a market that did not yet know it needed the product grew the whole category, then let Sunkist own it.
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