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Fuel
First, Lori Shea’s marketing class at Omaha North High School created the character Zack, a blond, blue-eyed extreme-sports lover with an attitude. The cool kid embodied the target market for the new sports drink the class was assigned to create.
“When making up our ad, we always went back to him to think of what he would like, not what we would like,” says Rachel Irwin.
Working with Lincoln, Neb., agency Bailey Lauer man for about a month, the students also delved into category research to craft their positioning.
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