The chapter opener discusses how DASANI was able to use creative advertising to reposition the brand and
Question:
The chapter opener discusses how DASANI was able to use creative advertising to reposition the brand and make it the leading brand of bottled water. Evaluate the creative strategy used by The Lambesis Agency for DASANI bottled water as well as the two line extensions, DASANI Drops and DASANI sparkling. Why have they been effective?
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The CocaCola Company and Lambesis recognized that the environmental concerns regarding bottled water also had to be addressed and could be a point of differentiation CocaCola had created PlantBottle p...View the full answer
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Related Book For 
Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-1260152302
11th Edition
Authors: George E Belch, Michael A Belch
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