Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Sure advertising: Procter & Gamble reintroduces Sure antiperspirant "Raise Your Hand If You're Sure," ad campaign. Breaking now, ads are updated versions of original spots, which aired from 1982 to 1987. P&G decided to revisit campaign because "its message of confidence and optimism is still so fresh today," company maintains. Seventy-four percent of men and women surveyed remember Sure ads, P&G claims...