He was privy to its soft drink marketing plan, which it didn't want going to a competitor.
The more commission dollars pensions direct, the less managers have for their own purposes including soft dollaring and marketing.
"An effective form of marketing, a soft sell that's fun for everyone, " says Willson.
This so-called soft-dollar business has allowed anything from research to marketing to be financed by investors who had no idea what they were buying.
Until recently a passive player in Coca-Cola's marketing efforts, 7-Eleven is changing the soft-drink game.
Investors have little enthusiasm for well-run old Japan firms, such as Kirin Beverage, a soft-drinks maker that has not yet found a new-Japan marketing angle.
Ms. HARRISON: So we're really looking at a marketing landscape for children that consists of candy, sweets and soft drinks and convenience foods and a little bit of cereal.
The most iconic example is the Coca-Cola Company's attempt to reformulate the world's most popular soft drink on April 23, 1985 - "a day that will live in marketing infamy", according to the company's website.
The game, which had a soft launch three weeks ago, has already attracted over a half-million players with no marketing.
But in the 1980s, carbonated soft drinks overtook tap as the most popular drink, with Coca-Cola and PepsiCo putting their marketing muscle behind their colas with celebrity endorsements from the likes of pop star Michael Jackson and comedian Bill Cosby.
Classic brands such as North Carolina's Cheerwine soft drink and Chattanooga Bakery's MoonPie, both established in the early 1900s, have embraced online marketing and selling to keep up with the demands of their widespread clientele.
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