film room // case studies

classic
Plays

A library of meticulously analyzed marketing campaigns. We break down the strategy, the execution, and the final score to see what really happened on the field.

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Touchdowns
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penalty
1960s
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U.S. Railroads

The Railroads — Marketing Myopia

The railroads thought they were in the railroad business. They were in the transportation business — and missed it! The original cautionary tale of defining your game too narrowly.

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touchdown
1980s
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7UP

7UP — The Uncola

Outgunned by Coke and Pepsi, 7UP stopped trying to win the cola game and named a new one. If you can’t be the leader, define the category the leader can’t play in.

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touchdown
2000s
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Apple

Apple — Get a Mac (Mac vs. PC)

Two guys, a blank white void, and a clear villain. Apple turned a feature comparison into a personality contest — and won the category before the spec sheet ever came out.

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post-game analysis

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