Last year, we wrote about Coca-Cola’s successful rebrand of their diet colas. They hadn’t replaced the traditional Diet Coke formula or significantly changed the packaging; instead they introduced additional flavors and repackaged “diet” in a more modern way. We contrasted this to their 1980s launch of “New Coke” and referred to this rebranding as a “debacle.” (more…)
In the ’80s, technology advancements allowed media to reach people on global scales and enabled the creation of global markets. According to Avi Dan, this globalization motivated the five biggest ad and media companies to acquire smaller agencies, growing their share of global ad spending from 2% to 66% between them. (more…)
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