In October 2023, the global vice-president of marketing and partnerships at Ball Corporation (Ball), who was overseeing the company’s aluminum cup business, was on his way to a significant meeting. Given a plastic cup for his drink, he thought about his company’s aluminum cups. Despite initial doubts, Ball’s cups had succeeded, doubling sales and gaining recognition within two years. Now, the company was aiming for further growth and found that scaling up posed a challenge. The vice-president believed that a sustainability-focused marketing campaign could assist, but he knew that consumer awareness of the cups was lacking. Ball needed to rethink its messaging to attract more attention. The vice-president wondered how to effectively capture people’s interest and persuade them to purchase his company’s cups.
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