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Case Study
1.
The Real McCoy: how product, brand and advertising worked in perfect harmony
Michael Ellyatt and Nigel Fishwick, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1992
The paper analyses the background and then the contribution advertising made in the launch and subsequent of Real McCoys chips (KP Foods/Publicis). It helped establish the brand in the launch phase (1 ...

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