Procter & Gamble Canada: Developing Scope Advertising Copy

The assistant brand manager for Procter & Gamble's Scope brand in Canada has been working since May with the brand manager to refine the brand's market position. They are concerned about whether they have chosen the correct target for the brand, and what their fall advertising for Scope should communicate. A focus group session has been planned for the next two weeks. They are eagerly awaiting the opportunity to uncover key consumer insights but want to ensure that they are asking the right questions. They have to make specific decisions regarding the fall advertising campaign no later than the beginning of August and want to ensure that the new advertisements are as successful as possible. This case can be used in a second year advertising or research methods elective, or as part of the advertising module in a first year course.