Whip it good

Incremental growth. It is what motivates a brand like Cool Whip to develop a new product–– whipped cream in an aerosol can. Ironically, in the mid-Sixties, all whipped cream came in a can. That is, all that you didn't whip up from scratch. Then came this novel non-dairy brand in a white tub called Cool Whip. Now, four decades later, Cool Whip in a can is a new product. Is this brilliant marketing or poor brand stewardship? Will this be a bottom line win or a shot in the foot? Those are the sort of questions we ask at Agency Creative. Because one thing is sure. The brand that isn't always moving forward is usually falling behind.