Guerrilla marketing is going mainstream
Article Abstract:
Mainstream companies like Coca-Cola Co. and Nike are beginning to use marketing firms that employ young people to hand out product samples and other promotional material to other young people on the street. Large companies find this an effective way to reach younger consumers who have tuned out conventional advertising channels like radio, print, television and Internet ads. Guerrilla marketing services like Ivan Ramirez's company, Cornerstone Promotions, have been used by Coca-Cola Co. and Nike in New York City. Experts say that the use of guerrilla marketers blurs the distinction, at one time quite sharp, between marketing and advertising. Guerrilla marketing is by nature more propagandistic, and is delivered by a peer, someone more able to gain the immediate confidence of the target audience. Small companies that use guerrilla marketing report that it is a very cost-effective way to increase sales.
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1999
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Advertising: Pepsi starts a new campaign for its citrus soda, which so far hasn't taken anyone by storm
Article Abstract:
Pepsi Cola's Storm, a caffeinated lemon lime drink, has been promoted in markets such as Northern California, Philadelphia, and Denver, but has yet to show up on industry national sales charts. Pepsi has been busy promoting Pepsi One and launched a new ad slogan for Pepsi-Cola, "Joy of Cola." It also spun off its bottling operation and in an agreement with Cadbury Schweppes, had to retain distributorship of Seven-Up, if it wanted to keep Dr. Pepper. Coke's competing lemon-lime soda, Sprite, dominates this market segment. The new Storm ads emphasize the drink's lower carbonation with a tag line "Make the move to smooth." Pepsi claims consumer "awareness" of the product is 83 percent. The company plans further movie tie-in, coupon and music festival promotions.
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1999
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Comment about this article or add new information about this topic:
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