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  • Building Excitement & Goodwill

    • December 25, 2016
    • Posted by: wcolvard
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    Building Excitement & GoodwillWith Trade...and Consumers Mini-mints category leader Tic Tac had experienced a 38-year run as pioneer and volume leader. But the category was already breathlessly crowded and premium-priced Altoids had gained the upper hand in dollar sales. Was there an idea big enough to bring the brand back to it's former glory -
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  • Winning Hearts and Minds

    • December 21, 2016
    • Posted by: wcolvard
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    Winning Hearts and MindsWhile Running An Election The Edwards Baking Co. gourmet dessert line needed to extend brand equity from an established base in institutional and delivery segments to a stronger position on grocery shelves. Was there an idea big enough to accelerate a marketing task that would ordinarily take years and tens of millions
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