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Lilt: Quantifying the unquantifiable - - IPA Effectiveness Awards Case Study 1996

Brief Description: Returned to TV advertising in 1992 after a two year gap. Brand grew significantly. Ad expenditures of £8.1m over 4 years estimated to have generated over £20m incremental sales. Despite competition Lilt grew ahead of market. Advertising reversed sales decline. Paper looks at a number of factors including seasonal aspect of the product ;---(TAGS)--- Full Title: Lilt: quantifying the unquantifiable ; Number: 1996/232 ; Brand Name: Lilt ; Client: Coca Cola ; IPA_ProductCoding: Drink (Soft drinks - carbonated) ; Agency: McCann Erickson ; Author: Spencer Tilly ;

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