Alan Pottasch

August 13, 1927 (age 79)

Long Island, NY

Specifically, Pottasch is best known as the creator behind the "Generation" advertising campaign. Pottasch enlisted and served in the United States Navy during World World War World War II Pottasch enrolled at Pennsylvania State University following World World War World War II Pottasch went to a directors school and went on to work at a television station in Dallas, Texas, and as a producer-director at American Broadcasting Company-television Alan Pottasch began working for co in 1957. The year that Pottasch joined co, Coca Cola outsold by a six to one margin in the United States. Under Pottasch, the "Generation" marketing campaign was launched in 1963. Pottasch"s "Generation" marketing campaign has been called groundbreaking because it focused on the "attributes" of the consumers buying "s products (sometimes called "selling a way of life"), not just attributes of the product itself, such as price or taste. This was a very uncommon marketing strategy for a company in the early 1960s. The campaign and Generation theme was launched and aimed at young Baby Boomers just as they were becoming an important consumer and demographic group. The campaign was a risk for Years later Pottasch said in a podcast posted on Yahoo"s "Giants of Advertising" web site, "Foreign us to name and claim a whole generation after our product was a rather courageous thing that we weren"t sure would take official" The risk paid off for both Pottasch and Under Pottasch"s campaigns, eventually went from behind Coca Cola, to being on par with Coke in several markets. Alan Pottasch changed and slightly tweaked "s slogan to "The Choice of a New Generation" in 1984. The new theme was meant as a break from the past and show that had something new to offer consumers, with an emphasis on music Pottasch developed famous 1980s commercials starring Lionel Richie, David Bowie, and Madonna. However, he was most well known for developing a series of award winning commercials starring Michael Jackson. In a famous accident, Jackson"s hair caught on fire while filming one of Pottasch"s commercials. He once told a Yahoo podcast, "I guess I"m best known for having burned Michael Jackson"s hair." Pottasch eventually produced a large number of commercials featuring Michael J. Fox, Ray Charles, Cindy Crawford, Britney Spears and Beyoncé Knowles. Pottasch officially retired from in 1991, but continued to work for the company as a consultant. He eventually returned to co full-time. He continued to work for up to 2007. Alan Pottasch died in his sleep on Friday, July 27, 2007 while on location in Los Angeles filming "s newest Mountain. Dew commercial. He was 79 years old. A private memorial ceremony was held at co"s headquarters in Purchase, New York, in September 2007.

Alan Pottasch

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advertising executive

Background

Alan Pottasch was born on August 13, 1927, on Long Island in New New York He grew up in New York City.

Education

He graduated from Penn State in 1949 with a Bachelor of Arts in creative writing.

Career

Specifically, Pottasch is best known as the creator behind the "Generation" advertising campaign. Pottasch enlisted and served in the United States Navy during World World War World War II Pottasch enrolled at Pennsylvania State University following World World War World War II Pottasch went to a directors school and went on to work at a television station in Dallas, Texas, and as a producer-director at American Broadcasting Company-television

Alan Pottasch began working for co in 1957. The year that Pottasch joined co, Coca Cola outsold by a six to one margin in the United States.

Under Pottasch, the "Generation" marketing campaign was launched in 1963.

Pottasch"s "Generation" marketing campaign has been called groundbreaking because it focused on the "attributes" of the consumers buying "s products (sometimes called "selling a way of life"), not just attributes of the product itself, such as price or taste. This was a very uncommon marketing strategy for a company in the early 1960s.

The campaign and Generation theme was launched and aimed at young Baby Boomers just as they were becoming an important consumer and demographic group. The campaign was a risk for Years later Pottasch said in a podcast posted on Yahoo"s "Giants of Advertising" web site, "Foreign us to name and claim a whole generation after our product was a rather courageous thing that we weren"t sure would take official"

The risk paid off for both Pottasch and Under Pottasch"s campaigns, eventually went from behind Coca Cola, to being on par with Coke in several markets.

Alan Pottasch changed and slightly tweaked "s slogan to "The Choice of a New Generation" in 1984.

The new theme was meant as a break from the past and show that had something new to offer consumers, with an emphasis on music Pottasch developed famous 1980s commercials starring Lionel Richie, David Bowie, and Madonna. However, he was most well known for developing a series of award winning commercials starring Michael Jackson.

In a famous accident, Jackson"s hair caught on fire while filming one of Pottasch"s commercials.

He once told a Yahoo podcast, "I guess I"m best known for having burned Michael Jackson"s hair."

Pottasch eventually produced a large number of commercials featuring Michael J. Fox, Ray Charles, Cindy Crawford, Britney Spears and Beyoncé Knowles. Pottasch officially retired from in 1991, but continued to work for the company as a consultant.

He eventually returned to co full-time. He continued to work for up to 2007.

Alan Pottasch died in his sleep on Friday, July 27, 2007 while on location in Los Angeles filming "s newest Mountain.

Dew commercial. He was 79 years old. A private memorial ceremony was held at co"s headquarters in Purchase, New York, in September 2007.

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