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Brian Tortora, art director
Grant Holland, writer
"When we launched Virgin Cola in America, we knew we were going to be outspent by Coke and Pepsi at the rate of roughly 50 to 1. In this environment, we determined the only way to succeed was to use the big guys’ advertising clout against them. So we kicked off the campaign with this open letter from Richard Branson to Doug Ivester, the then CEO of Coca Cola, challenging him to an arm wrestling match as a more sensible determinant of who would be allowed to keep selling their product in the U.S."
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