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Tropicana Pure Premium Orange Juice

The media buy was unusual. Unlike traditional paid programming, "Breakfast Americana" was launched using a high-profile media strategy. It debuted on 13 of the 14 CBS-owned and operated local broadcast stations, in most cases after CBS Network News and prior to the prime-time lineup. The program rolled out the next day on national cable and in select broadcast markets.

The ratings were fantastic, and tens of thousands of people downloaded coupons. When the program launched on CBS, it had a higher rating and share than the Mavericks vs. Spurs NBA game in New York and Philadelphia, and higher than both the game and than "Everybody Loves Raymond" in Miami, Baltimore, Pittsburgh, and Boston. The coupon downloads continue to climb. In test markets, 84% of callers said they have an enhanced image of Tropicana after watching the show, with 87% saying they will definitely buy Tropicana Pure Premium Orange Juice next time they shop.
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