"In the past, we have had a strategy, but our agencies didn't stick to it. But they did make good commercials and they did win awards. This may surprise you, though. I don't care about awards; I want to sell product."
-James W. Harralson, CEO, Royal Crown Cola Company
from Phillip Dougherty, "Advertising," The New York Times, April 5, 1988, D23
Many people agree that creative awards are one of the best benchmarks of pure creative excellence...They are the tools for an industry to set high standards. For the most part, however, advertisers are unconvinced of the value of creative awards. Some argue that it is not right to judge advertising without considering business results. Many people view creative awards with a great amount of skepticism...
Then, what is the statistical relationship between award-winning ads and sales? The Leo Burnett Company conducted a unique study of the 200 most-awarded commercials in the world from 1992 and 1993, asking the question: "Do award-winning commercials sell?"
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2 comments:
Where is RC cola now compared to its competitors?
It speaks volumes that Coke and Pepsi are brand icons. Surely this has something to do with award-winning creative.
Very true.
The only good RC Cola ad was that one fishing spot that Doug Lyon did.
I am not even sure if RC Cola even exists anymore!
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