Leisure & Lifestyle
Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.
Critical to both the short-term and long-term success of the Kool-Aid business, the Hispanic consumer franchise was declining at a double digit rate. Despite a significant decline in Hispanic media spending, the "Pina" campaign led to significant attitudinal and saliency gains. After years of decline, the Hispanic franchise experienced growth in 1994.
Client: Kraft Foods, Inc.
Agency: Mendoza, Dillon & Asociados, Inc.