Feb 4, 2015
Booth Students Take on Kilts Case Competition
As part of a case competition hosted by the Kilts Center for Marketing and Kraft Foods, 11 student teams from the Booth School of Business took on the challenge of revitalizing one of Krafts’ most recognizable brands– Capri Sun. Many of the students on these teams probably drank the iconic juice-in-a-puch brand growing up.
The teams’ challenge wasn’t as simple as poking a straw through the top of the drink. They had three days to stabilize the business in the short term and make the brand more relevant, requested and successful for years to come. The winners of the competition were guaranteed an internship interview at Kraft and given the chance to have dinner with Kraft’s Chief Marketing Officer Deanie Elsner, ’92. Continue reading…
