7 Keys to Marketing Genius: The California Raisins
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Oh, those adorable California raisins, dancing across the table! Can you hear them singing, “I heard it through the grapevine”? Who did not love those darling claymation creatures of the 80s? They were so popular they even had their own Saturday morning cartoon. And you would think that the sales of California raisins must have been prosperous during this time, but you would be wrong. Sales of California raisins actually declined during the campaign. This proves there’s a big difference between entertainment and selling the product.