Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2017-06-13
Revision date: 11-Jul-2017
Length: 3 pages
Data source: Field research
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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