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‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over the right customers
Jaclyn L. Tanenbaum and Karen Anne Wallach
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Is it a fruit? Is it a plane? Yes, it's a flying Mango!
Mango successfully took to the skies on Wednesday morning, 15 November 2006, on its maiden flight to Cape Town from O.R. Tambo International airport in Johannesburg. The fledgling airline's check-in counters were awash in shades of orange, with mime artists, a jazz band and other entertainers creating a carnival-like atmosphere. Since its launch on 30 October, Mango is reported to have sold over 150 000 tickets.
