Mott's used an advertising campaign to change the way consumers thought about its applesauce from a dinnertime side dish to a replacement for cooking oil in baking. The advertising message was that using applesauce in baking cuts calories and makes the resulting baked good healthier. Mott's used a __________ strategy.
A)product repositioning
B)perceptual mapping
C)product positioning
D)product differentiation
E)psychographic

Question

Quizplus · Accepted Answer

Mott's used a product repositioning strategy to change the way consumers perceive its applesauce from a dinnertime side dish to a healthier alternative to cooking oil in baking. They focused on highlighting the health benefits of using applesauce in baking, which is a new positioning for the product.

Mott's Used an Advertising Campaign to Change the Way Consumers