Problem How does Sparkling ICE position itself as a brand leader in the sparkling beverage category? Solution Create a campaign with market-specific strategies that play on the strengths of OOH in each targeted market. Background The popularity of Sparkling ICE started growing and over-selling many nationally competitive soft drinks in several key demos. Having engaged with new media buying agency, Sparkling ICE was poised to boldly position themselves as a brand leader in the sparkling beverage category. Rather than replicate their previ- ous OOH campaign, the team was challenged with developing market-specific strategies that played on the strengths of OOH in each market. A tight budget, multiple markets, and client-directed OOH preferences based on past plans presente

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