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Some might think it nervy to tell a client your first work for their product will have the tagline, “It’s good to be thickheaded.”
Your chances for success are enhanced, however, if the product is A&W Root Beer and the target audience is 18-34-year-old males who have made Adam Sandler a star.
Foote, Cone & Belding’s Chicago office, which in February added the $5-10 million A&W brand to its roster of Cadbury Schweppes assignments, created the “Thickheaded” campaign.
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