Abstract
Recently, an advertising campaign of the Vio brand (beverages) attained attention in Germany. The brand decided to focus on communicating its products as a real family consisting of Mum and Dad (Vio sparkling and Vio still mineral water), the children/siblings (three kinds of organic Vio lemonade), and the relatives from the countryside (three kinds of organic Vio juice drinks). The commercials of the TV campaign showed the brand’s products in typical family situations: conversations while lunch (“Mum, where do we actually coming from?”) or walks with the children in their stroller.
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Steinhart, T., Gierl, H. (2019). Are Your Products Arranged in a Good Shape? The Effect of Entitativity on the Attitudes toward Family Brands. In: Bigne, E., Rosengren, S. (eds) Advances in Advertising Research X. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24878-9_13
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DOI: https://doi.org/10.1007/978-3-658-24878-9_13
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