Say you're the head of marketing at a major consumer packaged goods company, and you've produced a spot for an up-and-coming tea brand. Warm, romantic storyline about a couple drinking tea, throwing witty dialog back and forth. Sexual frisson. You get the drift. Their mini-story reaches a conclusion 27 seconds in, followed by a bright blue screen -- the brand's defining color -- and then the tea logo. It's a beautiful thing to behold. Except the response from consumers is lukewarm. Not enough people are remembering the brand name. They aren't properly motivated to buy your delicious rose-hip lemonade concoction, or that basil-green tea variety. At what point did the commercial go wrong? And how do you trial alternative messages to make the right impact?
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