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Monday, January 23, 2006

Case Study: Tang: Dispensing Brand Status One Scoop At a Time

An amazing account of Tang in China and how premium pricing and the right messaging positioned it as a marker of status. What packaged goods in the US would become a boxed set befit for a hostess gift, or used to woo a prospective bride as a display of consumptive wealth?
It also transformed the perception of taste into something whose desirability even surpassed the original "It was the first time I had drunk Tang, and the taste was not like real oranges but stronger, as if it were made of the essence of all the oranges I had ever eaten" the writer intones. Quite an achievement.

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