RE: Breath Mints: A Hot War for America's Cool Mouths

From: Steve Drew (
Date: Tue Feb 26 2002 - 23:06:32 GMT

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    Subject: RE: Breath Mints: A Hot War for America's Cool Mouths
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    Hi Vincent and Kenneth

    > Date: Tue, 26 Feb 2002 10:44:54 -0000
    > From: Vincent Campbell <>
    > Subject: RE: Breath Mints: A Hot War for America's Cool Mouths
    > That's a pretty good example Kenneth of a good marketing strategy-
    > creating a false "scandal" in a product to try and re-generate interest in
    > it. Off the top of my head I can't recall the product, but I'm sure
    > something similar was done over here... (possibly Tango fizzy drinks...).

    KitKat did a number of limited edition flavours, such as mint and orange,
    which may have been a marketing ploy to test new flavours which could be
    brought back by 'popular demand'. I don't know if this happened or if this
    was genuine.
    > I still think marketing people claiming to use memetics, or
    > memeticists offering their expertise to marketing people is premature and a
    > bit specious. Behavioural change is the key, and I don't think marketing
    > achieves that (instead perhaps influencing brand awareness and
    > identification), and certainly don't see how anyone could claim to have the
    > required knowledge of memes to engineer them. but I know we've been done
    > that route before.

    I agree with you here.

    Kenneth, have you tried Naomi Kleins 'No Logo"? It does have an agenda, but
    her examination of corporate advertising and branding is interesting.
    > Vincent



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