It’s sometimes easy to forget that much of the marketing industry in concerned not just with launching new products and brands, but rather is focused on ensuring the continuing relevance and survival of brands that have already been with us a long time.
When the Kentucky bourbon whiskey brand Jim Beam first approached StrawberryFrog, it had suffered from years of declining sales and was trailing far behind its main competitor, Jack Daniels. Jim Beam had picked up the reputation of a cheap ‘party fuel’ and, as a result, had grown increasingly irrelevant to millennials.
Source: The Drum
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