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Breakthrough! by Steve LANCE, Paul KURNIT

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24

Implement a Readable Test

EARLY IN HIS advertising career, Paul was the assistant account executive on P&G’s Charmin bathroom tissue. It was not yet a national brand, but it was the leading brand in virtually all markets where P&G sold it. Charmin had conquered most of the United States and was putting the finishing touches on its West Coast expansion. Market testing was slow, methodical, and vitally important. A test market could easily endure a year or more before rollout was committed. The best packaged-goods marketers understood this and were very disciplined in their test marketing. Eventually, Charmin completed its national rollout and became the powerhouse brand in the bathroom tissue marketplace.

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