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Case Study
1.
Canderel: Justifying a 800% Price Premium
Delia Rothnie, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1984
1983 launch of Canderel, the first non-saccharine sweetener, carrying a price premium of 800% over saccharine brands. Product has unique taste benefits over saccharine. The problem for advertising was ...

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