How a beer brand strengthened its position in a key African market
See how an established beer brand sharpened pricing and distribution decisions to drive double-digit growth in an African market.
SKIM communication experts, Scott Garrison and Paul Janssen, talk about overcoming a negative to maximize consumer interest and appeal in Household and Personal Products Industry magazine.
A Positive Spin on Negativity
“Ellen DeGeneres once said, “It makes a big difference in your life when you stay positive[1].” While it may be easy for a comedian or Dory from Finding Nemo to live by this philosophy, the fact of the matter is that sometimes it does rain on our parade. Sometimes it’s not possible to stay positive, even in the realm of marketing communications. Sometimes a brand or product must talk about overcoming a negative to maximize consumer interest and appeal…”
