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Case Study
1.
How Cadbury Spread the Wispa
Alison Drury, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1986
Launched in 1983, Wispa has become a £70 million brand, by far the most successful of the 15 new launches in countline chocolate biscuit market since 1976. Market situation in 1983 and rationale for t ...

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