Case Study

Do Tag-Lines Eventually Wear Out?

In this activity students will consider the value of a brand (Specsavers) utilizing a long-term tag-line. While tag-lines are often helpful for communicating positioning and guiding IMC campaigns, they may need to be refreshed at times to keep the brand modern and adaptive.

Do Tag-Lines Eventually Wear Out? Review the Teaching Activity

Classic Case Study: Marlboro Repositions for Success

The Marlboro Man advertising is one of the most famous and successful marketing campaigns of all time, which every marketer should know about. In this mini case study, students explore how the Marlboro Man came to be, especially after the brand was initially targeted at female smokers, and review the marketing challenges that they faced along the way.

Classic Case Study: Marlboro Repositions for Success Review the Teaching Activity

Coca-Cola Launches a New Flavor Designed by AI

In this mini-case study, students review the launch of Coca-Cola’s Y3000 limited edition flavor – which was co-created by AI. Is this a good strategic move for Coke or are they putting their brand at risk? Given that AI is now here to stay, this case study gives an insight on how AI might be used in the new product development process.

Coca-Cola Launches a New Flavor Designed by AI Review the Teaching Activity

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