When Birnbaum joined SodaStream, in 2007, it was a sleepy company whose managers liked to boast that they had an 85% share of the "home carbonation business." He and his all-new management team brought enthusiasm and vision--and shortly began talking about a new cola war to grow SodaStream's share of the $260 billion global soda business. The ad they created for the 2013 Super Bowl reached more than 100 million viewers--but in an unexpected twist, an ad that never even got on the air garnered more attention. The original spot (called "Game Changer"), which took a direct shot at Coke and Pepsi, was rejected by CBS. The legal wrangling that followed generated headlines around the globe--newspapers in countries that don't even air the Super Bowl began doing stories on it. And the controversial ad has been viewed more than 5 million times on YouTube. From a marketing standpoint, it was a great investment.

【書誌情報】

ページ数：6ページ

サイズ：A4

商品番号：HBSP-R1401A

発行日：2014/1/1

登録日：2014/1/16