Mini-Case Analysis: Why do you think that Katla’s

“Message in a Bottle” campaign has been so successful?

What lessons might you learn about direct response and promotional planning from this case? If you were on the Katla IMC team, what would you do next to continue the momentum? Come up with a Big Idea for a new campaign for the next year and explain how it would work and what it would accomplish.

AppendixLO1