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Got tuna? If not,pay attention. A consortium of tuna brands and processors want to elevate the tuna —as a fish,as a meal,as a healthy ingredient to sustain life itself. Okay,maybe that was a little strong. Regardless,the new campaign,Tuna the Wonderfish,is attempting to elevate the tuna to a new level —to a milk,orange juice or cheese status. [...] This is an interesting debate,because the models may hold us back. Subjectivity in creative,in ideas,and in different channels is difficult to measure. As we increase efforts in lesser known areas like digital,social,and mobile,the comfort level of many decision makers decrease. Many people think these channels make for nice tactics,but they wouldn’t bet their entire product launch on them. The prefer the television security blanket. [...] | ||
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