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Case Study
1.
Le Piat d'Or: Building the Brand Leader in the Wine Market
Doug Walker, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1986
Le Piat d'Or, launched in 1979, had become third in the take-home wine market by Christmas 1983. At end-1983, it was thought that the current rate of growth could not be maintained; a brand review was ...

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