I - J: J Walter Thompson Sydney

 

In 2001 Lipton carried out the rebranding of its tea renaming it ‘Black Tea’ to target younger drinkers. The author considers the confusion caused by the new title and the drop in sales volume of 38.4 ...

This case measures the effect that the ‘Two Boys’ campaign had on Kellogg’s Sultana Bran’s brand performance. The brand was in poor health prior to the campaign, facing an ambitious marketing objectiv ...