The Five and Dime

Sometimes the best marketing ideas are the simplest ones. Once you implement them, they seem obvious. Some are so obvious after the fact that, as a marketing company, people tend to wonder why they are paying us.

A few years ago we were approached to work on a new advertising campaign for Berghoff beer. I put my creative team to the task of coming up with concepts for the regional beer brand. The background information showed us that the current audience was an older demographic. Our charge was to reach a younger target without alienating the older drinker.

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