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A Different Strategy

Jeevan Sivasubramaniam Posted by Jeevan Sivasubramaniam, Managing Director, Editorial, Berrett-Koehler Publishers Inc.



A Different Strategy
Advertising strategy when it came to sustainable or natural products used to rely on guilt and doom-and-gloom scenarios, so when an ad came along that used humor to sell fresh fish, the public sat up in attention. This funny, silly advertisement became a viral hit (and put the company on the map).