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Wilene van Greunen
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Battle of the RTD Beverages
While most ready-to-drink (RTD) beverages are supported by a dominant female customer base, JWT Cape Town has decided to set the Smirnoff Ice brand apart by embarking upon an intensive TV and below-the-line campaign aimed specifically at youthful males. By entrenching the brand within the local male market, JWT Cape Town hopes to leverage it into market leadership.
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