Word: launchful
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...This is such a fundamental change from anything we've done in the past," says Lauren Hobart, chief marketing officer for Pepsi-Cola North America Beverages. "It's a big shift. We explored different launch plans, and the Super Bowl just wasn't the right venue, because we're really trying to spark a full-year movement from the ground up. The plan is to have much more two-way dialogue with our customers." (See the 19 stadiums that have hosted the Super Bowl...
...good reviews for their Super Bowl commercials." But why not hit customers from both the top down and the bottom up? Pepsi executives are quick to point out that there will be traditional television advertising for Pepsi Refresh, just not during the Super Bowl. If you're going to launch a charitable initiative that can build goodwill toward your brand, however, isn't 100 million captive viewers an attractive audience? If you're going to give away $20 million, what's another $3 million to build more excitement for your project and, hopefully, sales of your soda...
Harvard Catalyst, an interdisciplinary health research organization, will launch a competition soliciting insights related to type 1 diabetes from all across the campus—an endeavor that organizers say will hopefully lead to diverse perspectives on the disease and its treatment...
...financial crisis has contributed not only to a diminished academic experience, but also to the failed J-term launch. If the administration had quickly established J-term once it had decided it wanted one, Harvard could have set aside funds for this initiative beforehand, and perhaps Harvard wouldn’t have had to forgo J-term programming this year. Additionally, rather than helping undergraduates maximize their January spent off campus, Harvard resources—such as the Office of Career Services—failed to provide meaningful information about potential J-term internships with alumni until...
...Crimson elevated its play to the highest point it would see in the night in the waning minutes of the first. With two minutes left to play, sophomore forward Alex Killorn powered past two Eagles defenders to spark Harvard’s offense to launch four consecutive shots at Eagles netminder John Muse...