PREVIEW

... ong>[Happy Holidays!]

Inside the crystal orb, Santa raised his cola high, and tens of thousands of citizens followed suit, lifting their own cans.

The enthusiasm burned so intensely that even the winter chill seemed to melt away.

"Rather than Happy Holidays, it feels more like Happy Cola Day."

"The key is to make sure it doesn’t feel that way."

Overt messaging can create resistance.

The ultimate goal of marketing is to approach indirectly ...

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