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Case Study
1.
Cadbury - How a drumming gorilla beat a path back to profitable growth: a real-time effectiveness case study
Magali Barreyat-Baron and Rachel Barrie, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2008
At the start of 2007, Dairy Milk was entering its third year of decline. The traditional levers for fmcg growth - range extension and promotion - were at saturation point. Investigation into declini ...

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