mixed material bibliography Boston Harvard Business School Publications Oktober 2015

p. 43 - 46 When Dunn became the CEO of Bolthouse, in 2008, he had 20 years’ experience in the soft drinks industry. If Coca- Cola could persuade people to drink more than a billion servings of its soda every day, he wondered, why couldn’t Bolthouse do the same for a vegetable? He and his team decided to use some of the tactics of junk food companies, which are experts in demand creation. “Eat ’Em Like Junk Food,” Bolthouse’s multimillion-dollar marketing campaign, used tongue-in-cheek TV, print, and digital ads to liken baby carrots to Cheetos, Doritos, and other snack food favorites. The company put its products in vending machines, used Sesame Street characters on its packaging, and sold through retailers such as Walmart and 7-Eleven. It created carrot snack packs, developed 27 varieties of juices and smoothies, and put veggie and fruit purees in squeezable tubes. And it attracted the attention of Campbell’s, which acquired Bolthouse in 2012. [ABSTRACT FROM AUTHOR] <br> 00178012 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 46059 2015-11-09 00:00:00 2015-12-03 00:00:00 machine generated