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Article: BRANDED DOCUMENTARIES: CASE STUDY - Relentless.
- Article from:
- Marketing Week
- Article date:
- August 27, 2009
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Editorial control business model
Relentless, the Coca-Cola-owned energy drink brand, had full editorial control over its involvement with surfing documentary Powers of Three. The 34-minute film is the story of three friends surfing in the depths of winter in Ireland and was released earlier this year.
Having total influence over the project was considered vital by the brand. Relentless' senior brand manager Steven Ruhl explains: "Retaining creative control of the project has paid real dividends, allowing Relentless to clearly communicate what it stands for as a brand and differentiate itself."
If Coca-Cola had any fears about getting involved ...