Warc index
 

Launch (1991) of a new carbonated soft drink into a crowded and undifferentiated market. Describes the development of the unique positioning: imagery, the target market, the `Mediterranean' creative s ...

In 1981, trade research suggested that there would only be room in the squash market for 2 brands plus own label. This paper shows how new advertising moved Kia-Ora from third brand to brand leader, a ...