Matchstick Inc (A) case introduces students to how brands are beginning to put in place non-traditional advertising, such as word-of-mouth campaign. Founder Toronto Matchstick Inc. is working on a campaign for Ketel One vodka brand. Ketel One, managed Diageo, the global drinks company, is trying to increase their awareness and sales in the Canadian market. Ketel One brand manager Matchstick asked to create awareness among its elusive target audience. "Hide
by Ken Marcus, Allison Johnson Source: Richard Ivey School of Business Foundation 3 pages. Publication Date: September 17, 2010. Prod. # 910A19-PDF-ENG
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