Big Blue, meet Harry Potter

Article Abstract:

IBM, better known as Big Blue, launched an advertising campaign for its latest server in fall 1999. The ad campaign, which targeted business executives, was unusual because of IBM's decision to use 'magical realism' that captured the existing zeitgeist perfectly. In the wake of the phenomenal success of author J.K. Rowling's Harry Potter book series, IBM's strategy can be considered an attempt to anticipate psychological, social and economic needs and provide for them. If it succeeds, Big Blue might have pulled of the toughest magic trick of all.

Electronic Computer Manufacturing, Computers & Auxiliary Equip, International Business Machines

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One beer, two solitudes

Article Abstract:

Labatt 50 beer is believed by Quebecers to be their own and also believed by Ontario consumers to be theirs. It is an established brand and the beer quality popular with both francophones and anglophones.

Marketing procedures, Production management, Advertising Activity, Marketing, Advertising, Brewing industry, Breweries, Company marketing practices, Labatt Brewing Company Ltd., Labatt 50 (Beer)

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Dangerous package

Article Abstract:

Larger packages of convenience foods encourage overindulgence.

Sales & consumption, Food Manufacturing, FOOD AND KINDRED PRODUCTS, Prepared Perishable Foods, Perishable Prepared Food Manufacturing, Convenience Foods, Food industry, Column, Physiological aspects, Statistics, Humor and anecdotes, Nutritional aspects, Distribution management software, Consumption data, Food and beverage production/distribution software, Food packaging, Ketogenic diet, High fat diet

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