We asked Chuck to talk us through one of the early Milky Way demos.
“Milky Way didn’t have a consistent campaign, so our first goal was to find a solid TV idea we could live with for many years. We finally found a line we liked, “Sorry, I was eating a Milky Way.” Unfortunately they killed the TV so we started thinking about radio. The demo has another structure we played with – treating them like real letters to a call in show.’
If you have a demo, story or ad that you would like to share with us, send it to email@example.com and we’ll do our best to feature it in next month’s blog.
It may not be a new campaign, but it still takes our breath away. By involving the listener before they knew what the subject was, they avoided the automatic zone-out that usually occurs with anti-smoking messages.