to remove filtersBELOW-THE-LINE: ‘Soft booze’ focuses spend below-the-line
23 Nov 1995 | by HARRIET MARSH
Alcoholic hard soft drinks are the success story of 1995 - yet the battle for market share and consumer attention is not being fought in the high exposure above-the-line arena. Instead the brands entering the alcoholic soft drinks sector have launched, and flourished, using below- the-line techniques.
