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Case Study
1.
PepsiCo, Inc.: Origins campaign
Candice Mancini, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1267-1305
In 2001 PepsiCo merged with the Quaker Oats Company, giving the soda king rights to the $1.5 billion-a-year brand Gatorade. Pepsi already had its own sports drink, All Sport, but it had become clear ...

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