Stuart Dornfield

“Goat” :60

PROJECT:

Ask the best media advertising agency which mass medium produces the most effective advertising for a beverage launch and few would answer radio. Well, here’s one product launch that any radio advertising agency would be proud to feature as a case study. Swiss Deliss was an imported iced tea that used spring water from the Swiss Alps, packaged in aseptic cartons. A bit problematic when you consider that Americans were accustomed to purchasing their iced tea in glass bottles and cans. My positioning line? “The seriously delicious iced tea in the funny square carton.” And what better way to bring the radio advertising production to life than to introduce a playfully sarcastic “Swiss goat” who could weave the product attributes into an environmentally friendly story line.