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  • May 2022
  • Supplement
  • HBS Case Collection

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
  • Format:Print
  • | Language:English
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Abstract

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed storyboards were not the right direction for the campaign, and requested that Mekanism develop a second round of storyboards. At the conclusion of the (B) case, TWG leaders must decide whether to choose one of the new storyboard sets, revisit one of the previous ideas, or request yet another iteration of the pitch.

Keywords

Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

Citation

Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-059, May 2022.

About The Authors

Tomomichi Amano

Marketing
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Elie Ofek

Marketing
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More from the Authors
  • SuperRare: Turning an NFT Marketplace into a DAO By: Jeffrey J. Bussgang, Scott Duke Kominers and Amy Klopfenstein
  • The LEGO Group: Builders of a More Diverse and Inclusive Tomorrow By: Elie Ofek and Sarah Mehta
  • Project Maji: Pricing Water in Sub-Saharan Africa By: Elie Ofek
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