What Can Opt-Out Boxes Teach Us About Giving to Charity?

Source: Psychology Today

Date: Oct 8th 2013

We worked with Smile Train on a daring solicitation idea that paid off.

In 1985 Coca Cola felt like it had to reboot its image. Pepsi had all the momentum in the cola wars thanks to the Pepsi Challenge, so Coca Cola took, in the words of its corporate website, “arguably the biggest risk in consumer goods history,” by changing the formulation of Coke and selling it as New Coke.  

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