A new marketing phenomenon: The Positive Effect of Negativity
"When we came across the Coca-Cola Superbowl ad paradox, we investigated and analysed it to death. We then started thinking about similar cases that may support our hypothesis i.e negativity brought out by a relative minority, under certain circumstances, may have a positive effect through awakening the majority.
What we discovered had actually happened was almost unbelievable, at least for it to have occurred organically..."
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