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1.
Associated British Foods (Drink and beverages, non-alcoholic)
Euromonitor Profiles, November 2009
This Company Profile from Euromonitor provides key details and analysis of Associated British Foods. Included is a strategic evaluation with key company facts, competitive positioning against comparat
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IRN-BRU - How the Nation's Favourite Got More Popular
Claire Wood, Jason Spencer and Adrian Troy, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2009
In 2008, Irn-Bru was faced, in a flat market, with nearly saturated distribution and fierce competition. They needed to increase value sales in Scotland by 4 per cent. The strategy was to create a ser
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Coca-Cola Co (Drink and beverages, non-alcoholic)
Euromonitor Profiles, October 2009
This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co. Included is a strategic evaluation with key company facts, competitive positioning against comparative bran
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4.
Mizone Rapid - Leaner and meaner
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2009
Mizone Rapid needed to strap on its running shoes and get back in the race. Which is exactly what the Leaner and Meaner campaign delivered for the sports drink brand. Within three months the campaign
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5.
Danone , Groupe (Drink and beverages, non-alcoholic)
Euromonitor Profiles, October 2009
This Company Profile from Euromonitor provides key details and analysis of Danone. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, and as
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6.
Coca-Cola - Who was better: Maradona or Biro-Biro?
Jay Chiat Strategic Excellence Awards, Honorable Mention, 2009
Coca-Cola wanted to strengthen its appeal in Brazilian bars where beer was the popular drinking choice. It developed an idea to spark debate across the soccer-mad country, by exploiting the age-old sp ...
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7.
Kirin Holdings Co Ltd (Drink and beverages, non-alcoholic)
Euromonitor Profiles, July 2009
This Company Profile from Euromonitor provides key details and analysis of Kirin Holdings Co. Included is a strategic evaluation with key company facts, competitive positioning against comparative bra
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Kraft Foods (Drink and beverages, non-alcoholic)
Euromonitor Profiles, July 2009
This Company Profile from Euromonitor provides key details and analysis of Kraft Foods. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, a
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9.
Lavazza SpA (Drink and beverages, non-alcoholic)
Euromonitor Profiles, June 2009
This Company Profile from Euromonitor provides key details and analysis of Lavazza SpA. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, a
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10.
Melitta Unternehmensgruppe Bentz KG (Drink and beverages, non-alcoholic)
Euromonitor Profiles, June 2009
This Company Profile from Euromonitor provides key details and analysis of Melitta Unternehmensgruppe Bentz KG. Included is a strategic evaluation with key company facts, competitive positioning again
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11.
Nestlé SA (Drink and beverages, hot)
Euromonitor Profiles, May 2009
This Company Profile from Euromonitor provides key details and analysis of Nestlé SA. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, and
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12.
Nestlé SA (Drink and beverages, non-alcoholic)
Euromonitor Profiles, May 2009
This Company Profile from Euromonitor provides key details and analysis of Nestlé SA. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, and
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13.
Coca-Cola Zero - Coke/Coke Zero Taste Similarity
New York American Marketing Association, Silver, Beverages Non-Alcohol, Effie Awards 2009
Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irre ...
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14.
PepsiCo (Drink and beverages, non-alcoholic)
Euromonitor Profiles, April 2009
This Company Profile from Euromonitor provides key details and analysis of Pepsi Co. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, and
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15.
Red Bull GmbH (Drink and beverages, non-alcoholic)
Euromonitor Profiles, April 2009
This Company Profile from Euromonitor provides key details and analysis of Red Bull GmbH. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands,
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16.
Soft drink advertising and consumption in the United States 1984-2007
Gary B. Wilcox, Sara Kamal and Harsha Gangadharbatla, International Journal of Advertising, Vol. 28, No. 2, 2009, pp.351-367
In recent years, the carbonated soft drink (CSD) industry has come in for a lot of criticism from consumer advocacy and special interest groups for producing and marketing a product that is considered ...
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17.
Sara Lee Corp (Drink and beverages, non-alcoholic)
Euromonitor Profiles, March 2009
This Company Profile from Euromonitor provides key details and analysis of Sara Lee Corp. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands,
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18.
Tata Tea (Drink and beverages, non-alcoholic)
Euromonitor Profiles, March 2009
This Company Profile from Euromonitor provides key details and analysis of Tata Tea. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, and
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19.
Suntory Ltd (Drink and beverages, non-alcoholic)
Euromonitor Profiles, March 2009
This Company Profile from Euromonitor provides key details and analysis of Suntory Ltd. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, a
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20.
Unilever (Drink and beverages, non-alcoholic)
Euromonitor Profiles, March 2009
This Company Profile from Euromonitor provides key details and analysis of Unilever. Included is a strategic evaluation with key company facts, competitive positioning against comparative brands, and
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21.
If the consumer is not a moron, could the shopper be? - developing an holistic shopper framework
Anand Singh, Pavi Gupta and Sum Yim Ling, ESOMAR, Retail and Shopper, London, March 2009
This paper showcases a research framework that integrates insights on shopper observation, shopping environment, retailer servicing issues with shopper interviews to create a powerful tool that can he ...
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22.
Understanding business drivers at the point of sale - actionable research for daily business
Karsten Kamin, ESOMAR, Retail and Shopper, London, March 2009
In a challenging market environment a deep understanding of the shopper at the point-of-sale particularly with regard to return of pos investment is crucial for sustainable business success. This arti ...
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23.
Circling the square - converting consumer insights into actionable recommendations
Crystal Nathan and Johanna Campbell, ESOMAR, Consumer Insights, Dubai, February 2009
This article aims to demonstrate the power of qualitative insights and how they can be converted into actionable recommendations. The objective of the research study was to understand purchase and con
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24.
Consumer views and business strategy are vital in rebranding
James Gregory, Admap, February 2009, Issue 502, pp.34-35
Pepsi is changing its design and logo. When Coca-Cola did the same thing in the 1980s, it proved disastrous. This provides a context for discussing the problems of rebranding a brand identity. It is e
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25.
Coca-Cola - The Coca-Cola Studio
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
Young Brazilians make up Coca-Cola's largest consumer base and have the greatest influence on the brand image. It is important to stay connected to this group and music plays a large part. Sponsoring ...
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26.
Coca-Cola MOTHER - The MOTHER of all re-launches
Advertising Federation of Australia, Silver, Australian Effie Awards, 2009
Mother, owned by Coca-Cola, is a rare example of a brand that has failed, and then successfully been re-introduced. The 100% natural energy drink was first launched in Australia at the beginning of 20
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27.
Lucozade Sport - Doubling sales by focusing on less
Chris Binns, James Joice and Clare Newman, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards 2008
Over the past three years, Lucozade Sport has doubled in size, largely as a result of its stated aim of engaging a smaller group of consumers in in-depth conversations. Research revealed that the grea ...
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28.
How Coca-Cola's Research Positions it for Global Growth
Geoffrey Precourt, Warc Exclusive, October 2008
Everyday, 1.5 billion people, from over 200 countries, drink one of the 450 brands belonging to the Coca-Cola Company. Their motivation in doing so can vary from the physical to the social, and in an ...
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29.
Coca-Cola - As it should be
European Association of Communications Agencies, Gold winner, 2008
In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...
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30.
PepsiCo's Gatorade viral video: an unintentional digital home run
Thom Forbes, Warc Exclusive, September 2008
This article discusses the success of a viral video produced for PepsiCo's Gatorade brand by the agency Element 79, which achieved some six million views in the three months following its release, as ...
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