Blazing New Trails: The Launch of the John Deere Gator XUV

Situation: Gator vs History John Deere’s Gator® Utility Vehicle is historically known as durable, reliable, hardworking and versatile. In June 2010, John Deere unveiled a vehicle with additional designations – ones never before used intentionally by Deere in reference to a utility vehicle: “Fun”. The campaign launch of the new John Deere Gator XUV line […]

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Sam’s Club® Helps Football Fans Plan, Prep and Party for the Big Game

Overview Every year, millions of people use the big game as an opportunity to get together with friends and family, watch some football, laugh at the commercials and consume specialty foods. Everyone wants to host the best party on the block, but more people than ever are looking for smarter, simpler ways to do so […]

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Vibrant Rioja with CRT/tanaka

SUMMARY Rioja’s wine region trade association, the Consejo Regulador D.O.C.a. Rioja, operates under the auspices of Spain’s Ministry of Agriculture to regulate and uphold quality standards among wineries and promote the image of Rioja Wines. Located in north central Spain, Rioja is Spain’s oldest and most prominent wine region. The Consejo hired CRT/tanaka in 2005 […]

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Blue Cross Blue Shield “Let’s Talk Cost” with Capstrat

Challenge With health care costs increasing at a rapid and unsustainable rate, the focus of people’s outrage in 2011 was targeted at insurers like Blue Cross Blue Shield of North Carolina.  Blame was becoming a huge distraction from the real issue, cost, so BCBSNC needed to change the conversation by addressing cost in a direct […]

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Dawn Dishes It Out: Changing Consumers’ Perceptions on Value

Dawn with Marina Maher OVERVIEW Though consumers understood Dawn Dishwashing Liquid’s core equity [tough on grease], they were unaware of its value proposition: just a little Dawn cleans lots of dishes. As a result, consumers were being lured by lower priced products in larger-sized bottles that appeared to offer more value. Dawn turned to Marina […]

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The Home Depot Empowers Olympic and Paralympic Athletes to Do-It-Themselves

The Home Depot and Manning Selvage & Lee – Atlanta Situation Analysis The Home Depot is the nation’s largest employer of Olympic and Paralympic athletes and hopefuls through its sponsorship of the U.S. Olympic Committee’s Olympic Job Opportunities Program (OJOP). The program employs athletes year-round allowing them to work part-time, giving them time off to […]

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