Page 4: Creating a more emotional aproach
It was decided that the advertising should increase the customer's involvement more with the product by creating a more emotional campaign. The targeted result of the advertising campaign was: 'Gold Blend would be the coffee you drink to demonstrate your sophistication'. The adverts therefore created a sophisticated world into which the consumer would become involved. Gold Blend would become a powerful brand to which anyone could relate. The brand would continue to be positioned in the same area of the market i.e. high quality, premium price etc, but it was to be a position to which an increasing number of consumers would aspire.