Advertisers Follow The Digital Bread Crumbs†

Adweek, February 19, 2007 — When marketing Snapple Green Teas last fall, Cadbury Schweppes crafted a media plan that emphasized how they help lower cholesterol and fight cancer. Because of the new drink's healthy bent, the company geared ads toward young, athletic consumers. Yet after tracking ad clicks during a six-week Web push, an unexpected new audience emerged: electronics shoppers.