"How do you know silver bullets work
unless you fire them?"   

Sheriff to Masked Man


Five years after a hugely successful product line extension based on an innovative packaging design, sales of this company’s “newly packaged” product line remained flat. Based on their own misperception how consumers used the new package, management believed that the market for this product line extension had already been exhausted. 
 Worse, they believed it was cannibalizing the primary product line and actually considered discontinuing the new package line extension. They might as well have shot themselves 
in the foot.

Buried in reams of data and consumer research was clear evidence that the users of this package were, in fact, "early adopters" who valued the inherent convenience which the newly packaged product line offered. Presented with this revelation, management decided 
to re-name and re-position the product line and support it with a TV campaign in test markets, where not only did sales far exceed expectations, but sales for all of the company’s products growth increased substantially. Silver bullets, indeed.  

Seeing the efficacy of a coordinated marketing and sales campaign supported by television advertising (pre-Internet), the company subsequently rolled out its first national TV campaign with a series of memorable commercials. (Years later, when the company was subsequently sold, this particular product line continued to be marketed in the same name and package configuration long after the company brand itself had been discontinued.)  
Not only do silver bullets work, they have a lasting impact.

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