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Case Study
1.
Tyson Foods, Inc.: Powered By Tyson campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1671-1674
Having acquired the beef producer IBP, Tyson Foods, the world's largest chicken producer, found it necessary to rebrand itself to offer a clear message. Through the common linking factor of protein, a ...

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Case Study
2.
Clairol, Inc.: Totally Organic campaign
Megan Mcnamer, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.333-336
Clairol, Inc.'s Herbal Essence was a top-ranked shampoo in the 1970s. Although it retained a following in California, by the 1990s it had dropped in popularity elsewhere. In 1994 Clairol introd ...

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