Travel & Tourism
Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.
The Taste You've Been Looking For
The goal of 1994 The Taste You've Been Looking For marketing program is to communicate to diet beverage consumers, particularly diet soft drink users, that Diet Dr Pepper is a great tasting soft drink that tastes more like regular Dr Pepper. The cornerstone of the advertising program is the bold and innovative use of :15 units, rarely used by soft drink marketers. Such an aggressive yet focused use of :15 units allowed the advertising to focus on the taste claim, but also allowed Diet Dr Pepper to differentiate itself from the competitive fray.
Brand: Diet Dr. Pepper
Client: Dr. Pepper Snapple Group
Agency: Young & Rubicam New York
Wonderful Things are Happening
The primary objective of the ad campaign for the San Francisco Zoo was to prevent attendance from further decline. Young & Rubicam/SF created a campaign to change perceptions from dull and depressing to bright, fun and educational. Given the rapid decline in attendance over the last six years, the success of this campaign greatly exceeded expectations, with attendance surging to a 15% increase (to date) over last year.
Brand: The San Francisco Zoo
Client: The San Francisco Zoo
Agency: Y&R San Francisco