Case Study: The Walt Disney Company Marketing Television Like Toothpaste Challenge How do you promote television programming to target consumers who don’t watch much television at all? This was the problem faced by Disney’s Buena Vista Television division. The answer is by leveraging other non-television related channels of distribution and consumer venues to build awareness for innovative new programming. Solution Ascension strategists working in Disney’s Buena Vista Television division pioneered an innovative way to drive new viewers to its animated and live action syndicated and network shows. Ascension’s approach was to leverage the appeal of Disney as part of a third party strategic alliance program designed to get Disney programming exposure in non-television venues like grocery aisl

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