Going to extremes

Petrecca, Laura
July 2000
Advertising Age;7/24/2000, Vol. 71 Issue 31, p16
Trade Publication
Discusses the marketing of products as 'extreme.' Suggestion that the trend follows the creation of several extreme sports; Popularity of extreme products with teenagers; Money spent by Gillette Co. on advertising for its Right Guard Xtreme Sport deodorant; Efforts of companies to keep pace with the interests of teenagers;


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