Ivey Business School (Canada)
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Paramount: RuPaul’s Drag Race—from Subculture to Mainstream
Chris Beless; Penny Dolan; April C. Hughes; Kelly GoldsmithCase IVEY-W26654-EMarketing, StrategyVH1, MTV, and LOGO were all popular television channels owned by the Paramount television network. One of the most successful shows on LOGO was RuPaul’s Drag Race, a reality television show featuring drag queens. Paramount was considering moving RuPaul’s Drag Race off LOGO to a different platform within the Paramount portfolio in 2017. Before deciding where RuPaul’s Drag Race would air, Paramount needed to determine whether the show could be succ...Starting at €8.20
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Liquid Death: Water Made Metal
Anne Wilson; Kelly Goldsmith; Kaylee TaoCase IVEY-W28658-EMarketing, StrategyFounded in 2017, the canned-water company Liquid Death had raised about US$125 million in venture capital funding and created a strong following within the punk and heavy metal communities. However, the brand was seeking to expand and needed to choose the best growth strategy, which involved deciding which customers to target, whether to develop new products or line extensions, how to continue to use promotions and communications to defend the br...Starting at €8.20
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Aspire Food Group: Marketing a Cricket Protein Brand
Miranda R. Goode; Emily MoscatoCase IVEY-9B20A071-EMarketingWhile the practice of eating insects was still in its infancy in North America, Aspire Food Group (Aspire), with its Aketta cricket-protein products, was positioned for success in this emerging market. In 2018, having recently acquired Exo, a maker of cricket-based protein bars, Aspire's co-founders faced an important decision regarding the Aketta brand. While Aspire had experienced some success in marketing cricket powder, whole roasted crickets...Starting at €8.20