Subject Index
 

In 2002, Pepsi and Starbucks launched DoubleShot an espresso drink. It failed. Two years later, they decided to relaunch it with a new ad campaign. The objective was to increase brand awareness; to cr ...

The study describes a campaign to revitalise a 29-year-old brand that was failing. The campaign objective was aimed at making the brand more relevant for the present time. The creative strategy, deve ...

In 2000, The Advertising Women of New York sought too reinvent their keynote event, The Good, Bad, Ugly Awards Show. Historically, an insider 'watchdog' event frowning on advertising that 'showed ski ...