Word: brandsness
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Dates: during 1980-1989
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By hiring Louis-Dreyfus, the Saatchis have harked back to the skill that transformed their small agency in London's Soho district into an international behemoth: hard-nosed financial know-how. The Iraqi-born brothers convinced London investors a decade ago that the ad business was an intriguing play. The...
When the beer industry was in its heady heyday, brewers saw little reason to give discounts. But in these sober times, sales have gone flat, and brewers are ready to use drastic measures to defend their place in America's coolers. Last week market leader Anheuser-Busch announced an aggressive...
Many alcohol companies maintain that the purpose of their advertising is simply to encourage people who already drink to switch brands. But Kilbourne said that the approaches used by advertisers are clearly designed to appeal to new users.
For Stroh and Coors, the third and fourth largest U.S. brewers, the combination is a matter of necessity. Neither has the financial clout or national brands needed to compete against behemoths Anheuser-Busch (market share: 42%) and Miller (21%). By acquiring the Detroit brewer, Coors will have a 19% share...
U.S. tobacco companies contend that they have a right to demand fair competition. Said Trade Representative Hills last week: "Where other nations permit local cigarettes to be advertised and sold, we say there may as well be U.S. cigarettes because we believe in nondiscrimination." Cigarette makers also insist that they...