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Case Study
1.
Bacardi Breezer - A seriously refreshed brand
Jo Pearce and John Howkins, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1996
New Bacardi brand launched in 1994, successful, but fundamentally repositioned in 1995 to compete in more dynamic sector of premium packaged lagers and ciders. Rationale for this risky decision discus ...

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