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Compact case
Case
-
Reference no. 9B10A020
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2010
Version: 2017-06-13
Revision date: 11-Jul-2017
Length: 3 pages
Data source: Field research

Abstract

Supplement to the A case. The cases introduces students to how brands are starting to put in place non-traditional advertising, such as word-of-mouth campaigns. The founder of Toronto-based Matchstick Inc is working on a campaign for the Ketel One vodka brand. Ketel One, managed by Diageo, a global beverage firm, is trying to increase its awareness and sales in the Canadian market. Ketel One's brand manager has turned to Matchstick to generate awareness among its elusive target audience.
Location:
Size:
Small
Other setting(s):
2008

About

Abstract

Supplement to the A case. The cases introduces students to how brands are starting to put in place non-traditional advertising, such as word-of-mouth campaigns. The founder of Toronto-based Matchstick Inc is working on a campaign for the Ketel One vodka brand. Ketel One, managed by Diageo, a global beverage firm, is trying to increase its awareness and sales in the Canadian market. Ketel One's brand manager has turned to Matchstick to generate awareness among its elusive target audience.

Settings

Location:
Size:
Small
Other setting(s):
2008

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