LAST CALL: Montgomery has a cheesy strategy to promote CMAB
Lactose intolerants beware - R.C. Cheeseman is on the loose
again.
San Francisco agency the Montgomery Group has re-introduced the
deliberately "cheesy" character to represent a promotion for the
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California Milk Advisory Board (CMAB).
The retro dude spokesman appeared at parades and on TV suited up in a
letterman jacket, plastic ducktail hairpiece, yellow sneakers, and his
own specially wrapped PT Cruiser.
"He's great with kids," explains Robin Savinar, account executive at the
Montgomery Group.
The munster man, she says, traveled throughout California and Nevada
creating local exposure for the promotion.
Too bad the trip couldn't be more international We're willing to bet
Californians and Nevadans didn't give him half the welcome he might have
gained from the Swiss.
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