A classic farewell

Article Abstract:

Coca-Cola Ltd launched its commemorative bottle promotion to mark the historic closing of the Maple Leaf Gardens as a National Hockey League venue and the opening of the Air Canada Centre. The company cites three reasons for bringing back the Georgia Green 237-ml Coca-Cola bottle on this occasion. These are: to support the Coca-Cola brand, to link Coca- Cola Classic to the past and future homes of the Toronto Maple Leafs and to reinforce the national Coca-Cola on-pack hockey promotion in Jan 1999.

Soft Drink Manufacturing, Marketing procedures, Canned & Bottled Soft Drinks, Coca-Cola Ltd.

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Rugby: flying below the sporting radar

Article Abstract:

Rugby football, which was invented in 1823, is not as popular in Canada compared with other sports. Aaron Abrams, a member of Canada's 2003 Rugby World Cup team, believes that the lack of television support causes this apathy toward the sport. Forecasts on Canada's performance the 2007 Rugby World Cup are also discussed.

Evaluation, International aspects, Rugby football, World Cup (Rugby football), 2007 AD

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The Gossage effect

Article Abstract:

A marketing consultant of MacLaren McCann employed a marketing strategy that was adapted from Howard Gossage, the father of emphatic advertising. Details of the marketing program that he created for Developing World Communications are discussed.

Market Targeting & Approach, Usage, Column, Appreciation, Marketing consultants, Market strategy, Gossage, Howard

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