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In Soviet Georgia
''In Soviet Georgia'' (also called ''Old People in Russia'') was the name of an advertising campaign used by Dannon yogurt in the United States to make the argument that eating the product would make one healthier. The campaign was lucrative for Dannon, allowing it to make profits after years of losses.〔(Feature article: How consumer insight makes or breaks a new brand - Customer loyalty, customer retention, and customer relationship marketing daily news and information - free, unbiased news for the marketing executive or researcher )〕 The campaign ran from 1973〔(Juan Metzger, 79, is Dead; He Put the Fruit in Yogurt )〕 to 1978 in U.S. television and print advertisements, and was unique in that it was the first American TV commercial to be produced from inside the Soviet Union.〔(Acidophilus )〕
==Creation==
The campaign was penned by the Marsteller advertising agency at the urging of the CEO of Danone's U.S. division at the time, Juan Metzger; he wished to market Dannon yogurt in a more health-conscious direction.
In 1973, the first commercials aired on U.S. television, and the first print advertisements were run in ''TIME'' and ''Newsweek.'' Similar ad campaigns followed in 1975, 1976, 1977, and 1978. The commercial entitled ''Son of Russia'' won a Clio Award in 1978. It was written by Steve Kasloff. The Creative Director was Peter Lubalin.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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