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Award-winning case study
1.
Lipton Black Tea - How to climb out of a black hole
Kris Constantoulas, Advertising Federation of Australia, Bronze, Advertising Effectiveness Awards, 2004
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 ...

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