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TO: All Employees
FROM: [Name]
SUBJECT: Revisions to Advertising

As you know, the campaign we've been running for the past six years has been quite successful in generating trial and repeat purchase.

However, given how long our commercials have been airing, we are concerned that they may be losing their impact in terms of memorability or ability to break through. Because we are hesitant to fix what clearly is not broken but are also sensitive to the need to put fresh advertising in front of our consumers, we have decided to make several modest changes to our TV commercials while maintaining those elements that have worked so well for us.

Consequently, beginning next month all TV advertising for Happy Catsup will feature new and more contemporary music, faster pacing, and more visually exciting graphics. Working from the existing film footage, the agency has re-edited the commercials to give them more drive and excitement while maintaining the Happy Catsup product promise.

We will be screening the new advertising at next week's sales meeting. I look forward to hearing your reactions.

[BL]* When executional refreshment is merited but budgets are tight, revisions can be the way to go. Don't wait until sales are declining to make such changes, though! Anticipate possible decreases and get ahead of the curve.
* Describe both the changes to be made as well as elements that will remain as is.
* Consider screening or previewing revised advertising for the staff prior to air.