Products and Brands

Classic and Iconic Advertising Campaigns

Consumer Behavior, Discussion Exercises, Free Activities, Products and Brands, Promotion, video

In this video-based task, students review the Art & Copy documentary, which highlights many of the classic and iconic TV commercials of all time and why and how they contributed to breakthroughs and improved understanding of advertising and communication. Please note that the documentary runs about an hour, plus the activity which primarily consists of review questions. A great task for marketing communications and similar topics.

Classic and Iconic Advertising Campaigns Review the Teaching Activity

Classic Case Study: Share-a-Coke Campaign

Case Study, Consumer Behavior, Digital Marketing, International, Member Activities, Products and Brands, Promotion

In this classic case study, students review Coca-Cola’s iconic “Share a Coke” campaign, one of the most talked-about marketing initiatives in recent years. They will examine where it was launched, why Coca-Cola pursued it, the tactical steps that brought the campaign to life, and how its success was measured.

Classic Case Study: Share-a-Coke Campaign Review the Teaching Activity

Classic Case Study: Run Like a Girl

Case Study, Consumer Behavior, Digital Marketing, Ethics, Free Activities, Products and Brands, Social, video

This classic case study – the “Run Like a Girl” campaign – provides students with insights into how authentic storytelling and social advocacy can transform brand communication. They will explore how brands can successfully shift from product-focused messaging to engaging with social issues by using authentic storytelling.

Classic Case Study: Run Like a Girl Review the Teaching Activity

KFC Toothpaste Case Study

Case Study, Digital Marketing, Discussion Exercises, Free Activities, New Product Process, News item, Products and Brands, Promotion, Segmentation and Positioning

This activity uses KFC’s fried‑chicken–flavored toothpaste (launched in 2025) to explore how novelty products can generate viral buzz, earned media, and support brand positioning. This task helps students with identifying the marketing objectives, consumer behavior triggers, and success behind the use of novelty product brand extensions.

KFC Toothpaste Case Study Review the Teaching Activity

Impact of Country of Origin Effects

Experiments, International, Member Activities, Products and Brands, Segmentation and Positioning

This task is designed as a series of trade-off choices to identify the power and impact of country-of-origin effects in consumer decision making. Your students will act as consumers and identify which one product that your would choose to buy from each of the choices. They will consider three options for each product: a product connected to its country of origin (at a premium price), a locally made version (mid price) and a product from a non-connected country (low price).

Impact of Country of Origin Effects Review the Teaching Activity

In-Class Experiments: Product Design

Consumer Behavior, Discussion Exercises, Experiments, Marketing Mix, Member Activities, New Product Process, Products and Brands

This task is designed to engage your students with a series of interactive product design trade-offs. They will need to choose between competing offers – creating a series of in-class experiments. It is helpful exercise for determining the power and ideal structure for product mix design decisions to drive and influence consumer behavior. It also works as a great in-class discussion tool and even an ice-breaker exercise.

In-Class Experiments: Product Design Review the Teaching Activity

Bud Light Returns to their Traditional Positioning

Decisions and Mini-Cases, Member Activities, Products and Brands, Segmentation and Positioning, Strategy and Plans

This activity is centered on Bud Light’s Superbowl TV ad in 2025. This ad signaled a return to their traditional brand image and target market, following the consumer backlash they received in 2023 for straying too far away from their established brand positioning and loyal customer base.

Bud Light Returns to their Traditional Positioning Review the Teaching Activity

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