Subject Index
 

Launch campaign, 2001-2, in Australia for Fruitopia, a new Coca Cola brand. Market highly fragmented with no dominant brand or image, focus on product attributes but no consumer benefits. Fruitopia ' ...

Findings demonstrated the readiness for receptivity to another float was at its lowest level compared with previous floats in the 1990s. Clearly, the advertising campaign would have to re-ignite enthu ...