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Kenco - How Christina created a company out of a brand - IPA Effectiveness Awards Case Study 1998

Brief Description: Starring Cherie Lunghi the 'Christina' campaign helped build sales and strengthen the brand. Nescafe Gold Blend the premium instant main competitor was for the first time under pressure from Kenco. Paper looks at the TV campaign in detail and evaluates its success ;---(TAGS)--- Full Title: Putting the 'co' into Kenco - how Christina created a company out of a brand ; Number: 1998/44 ; Brand Name: Kenco ; Client: Kraft Jacob Suchard ; IPA_ProductCoding: Food (Beverages - tea, coffee, other hot drinks) ; Agency: J Walter Thompson ; Author: Fiona Bioletti, Ian Leslie ;

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