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‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over the right customers
Jaclyn L. Tanenbaum and Karen Anne Wallach
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A meal to die for
When a recent episode of the hugely popular TV series, "Prison Break", featured a prisoner on death row receiving a request form for his last meal, advertising agency King James spotted a golden opportunity for client Steers. The form was recreated - only this time for a "King Steer burger with large chips". The ad was then tactically placed directly below the TV listings on the day of the next "Prison Break" episode.
