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|
Version:
1.3.0 ▾
|
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"text" : "Good evening. Thank you very much for coming. My name is Francesca. Please turn your nametags facing me, so that I can see them please. Perfect. Thank you. Who has already done this before? Focus groups, a discussion like this? In any market? Yes, you know the system. You know the process? Some yes, some no. OK. No. Who did? Who has? You're all going to be so timid? You can't be that timid.",
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"text" : "This is my second time.",
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"text" : "Second time. OK. So I'll explain. This is a special mirror, if you want to say hello to the people in the back. It's a one-way mirror, whatever you want to do. These are the people who pay us. So they've very interested. OK, now wave. Now wave. There's an interpreter in the back also. Because some of them don't speak Spanish. So, please, I want to ask you though, raise your voices. And don't speak all at the same time, otherwise he won't be able to do it - his job. I already - I told him to knock on the class if somebody's talking too low. Otherwise he won't be able to hear. All right? We're taping this. There's a microphone right there. Where the microphones are around here somewhere. We prepare a report at the end, so you know, I'm not going to be able to take notes so that's the reason for it. You're not going to come out on TV like that. You know what it's about? This discussion.",
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"text" : "Yes.",
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"text" : "Yes. Soda, sugary drinks.",
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"text" : "OK, perfect. OK, very good. And also I'll let you k now that I have nothing to do with what we're going to talk about today. We're going to show you a couple of ideas, ad concepts. And that's important because you're not going to offend me, there's no right answer, no wrong answers, I have no preferences. I get a hired independently. I come for the day and that's it, finished. OK? So, I'm going to ask you to just be as honest and direct as possible, please. That's why we have a group here. Otherwise I won't have enough time, but sometimes we hear different opinions, different points of view. Some people agree, disagree. Just be as honest as possible. What else? I think that's it. So, you know where the bathroom is?",
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"text" : "Yes.",
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"text" : "So, if you need to go to the bathroom, please do so. And that's it. If you say things that are positive or generally negative things, we're going to pay you the same thing. So, it doesn't matter if you're negative or positive, just be as honest and direct as possible, please. And that's it. Oh, I have an Argentinian accept, if you haven't noticed. Sometimes they call me Chilean, but I'm Argentinian.",
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"text" : "You speak Spanish very well. That's good.",
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"text" : "I do what I can. But once in a while there are words that don't translate. Like straws, dfiferent words for straws. There are many words for straws. You know, there are many words for staws.",
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"text" : "Yeah, there's like five words for like straws.",
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"text" : "That's another one for straw.",
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"text" : "So hopefully, we'll understand each other here. OK. Therefore, and this is all confidential. This is all confidential. Let's go, we're going to go around the room, this is the table here. And tell me a little bit about yourselves. Your first name. Which borough do you live in. And over here, they're asking me to ask you for your favorite color. So, you begin.",
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"text" : "My name is Jambenero [ph] Rodriguez. I come from New Jersey. My favorite color is pink.",
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"text" : "So, you live in New Jersey or you were just there in New Jersey?",
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"text" : "I was there today. But I have family here in Queens.",
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"text" : "And where do you live now?",
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"text" : "Here in Queens.",
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"text" : "OK, perfect.",
"key" : "6nerq"
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"text" : "My name is Ava Duvera [ph]. I live in the Bronx. I love blue.",
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"text" : "OK. Thank you.",
"key" : "18pv3"
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"text" : "My name is Arta Santana [ph]. I live in the Bronx. And my favorite color is green.",
"key" : "b3gk"
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"text" : "OK, thank you.",
"key" : "20l9t"
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"text" : "My name is David. I live in the Bronx, and I love red.",
"key" : "ceej0"
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"type" : "unstyled",
"text" : "My name is Jason. I live in Queens. And like the wine color. A wne color.",
"key" : "5n5u"
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"text" : "OK. Wine.",
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"text" : "My name is Pauline. I love blue. Marine blue.",
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"text" : "And where are you from?",
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"text" : "Manhattan.",
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"text" : "Thank you.",
"key" : "2sfqj"
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"text" : "My name is Manuel. I come from Queens. My favorite color is orange. We say it like that in Spanish.",
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"text" : "My name is Hancel [ph]. With a C, not with a Z. Hancel. I live in the Bronx. My favorite color is black and and I like other colors too. I like red. Like a mixture.",
"key" : "1q192"
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"text" : "Thank you.",
"key" : "5kq7b"
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"text" : "My name is Jasmine [ph]. I live in Queens. And my favorite color is black.",
"key" : "1o85f"
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"text" : "My name is Marianna [ph]. I live in Queens. I love black, l like striped things.",
"key" : "fgq6v"
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"text" : "Interesting. We're going to talk a little bit about sugary drinks. What do you drink the most? What type of beverages do you consume the most? It could be anyone.",
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"text" : "Like the name of the drink?",
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"text" : "Could be.",
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"text" : "Coca Cola.",
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"text" : "What else?",
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"text" : "Pepsi Cola.",
"key" : "cchb5"
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"text" : "Coca Cola, Pepsi.",
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"text" : "Sprinte",
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"text" : "Ginger Ale, Ginger.",
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"text" : "What else?",
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"text" : "Crust.",
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"text" : "These are drinks that you're drinking now?",
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"text" : "Yes.",
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"text" : "And when you're on the go, when you're on the go, is it different or the same thing?",
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"text" : "Same.",
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"text" : "Well, for me, it's water on the go.",
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"text" : "Water? Why?",
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"text" : "After work, generally. I drink water most of the time. It always - the heat, the thirst, it's healthier. And seltzer water also.",
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"text" : "Seltzer water.",
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"text" : "And seltzer. With little bubbles. Yes.",
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"text" : "Soda.",
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"text" : "Soda's mostly after eating, after eating, a soda.",
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"text" : "Sometimes I drink water, but mostly soda. Sometimes water and soda. Like Coa Cola with a water.",
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"text" : "Cold?",
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"text" : "Yes. Cold. Very cold. With ice.",
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"text" : "And how do you choose it? What you're going to drink. How do you make that choice what you're going to drink?",
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"text" : "With the food. Like when I eat.",
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"text" : "It's a very ample question. A very broad question. Well, there are many ways, and may forms. Many situations.",
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"text" : "I think it's a matter of habit. The way we were raised.",
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"text" : "I don't think it's necessarily to have a motive to drink soda. There's no motive needed. It could be a party, it could be in a meeting. It could be the whole family, friends. Any situation.",
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"text" : "Just because I got a yearning. A craving. Or, oh, I'm thirsty.",
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"text" : "And how do you know if you're going to choose this or the other one, or the other one? How do you make that choice? What's the process? What's the decision making?",
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"text" : "I choose based on the food, based on what I'm eating. If it's like I'm eating fried chicken or like beef stew, I always get - take like a Coca Cola with that.",
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"text" : "Me, too.",
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"text" : "Some type of meat or some type of chicken, I drink Coca Cola. I mix soda with the food all the time.",
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"text" : "And is the type of soda specific?",
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"text" : "Well, I always tend to go with Pepsi or Coca Cola. But if there's none at the moment, then maybe Sprite. If it's not available, I'll take Sprite. But whatever is available at that moment. If I have the choice, Pepsi or Coke, but if it's available, then I'll go with a Sprite.",
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"text" : "When you go outside the cafeteria, or whatever, there's a variety of sodas, so you know Pepsi is there and Coke is there. So, there's a big variety when you go out to eat.",
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"text" : "Well, personally, when there's food, Coca Cola, like a meal, but for a lot of thirst, I prefer Ginger Ale. I feel that Ginger Ale satisfies my thirst more. Ginger Ale.",
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"text" : "Is there something you avoid? Any beverages that to avoid? Like this one yes, but this one no.",
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"text" : "I'd say Sprite or Ginger to avoid caffeine. That's why I say Sprite, to avoid caffeine. Somebody who's avoiding caffeine, you want to take Sprite or Ginger.",
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"text" : "Once in a while I'll drink it, but I'm drinking more water these days. It's something that's healthy to drink water, so I'm drinking water these days.",
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"text" : "Yeah, but Coke tastes better. It's sweeter, It tastes better.",
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"text" : "Pepsi, to me is sweeter than Coke. I think Pepsi is sweeter than Coke.",
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"text" : "Yeah, but water is the healthiest thing though.",
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"text" : "I forgot one little thing. If everybody answers each question we're done here, so everybody's got to participate. One at a time, please. What else do I have to ask here? And diet ads? Beverages ads. Any publicity? Do you remember any ads in particular?",
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"text" : "With the bear, the Coca Cola. Has a lot of different ads for it as far as popular Coke.",
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"text" : "The bear, the ad with the bear in it, drinking the Coke. Very attention-grabbing.",
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"text" : "And what tone does it have? What tone do they have? Are they like things that are help you with your life? Or no?",
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"text" : "No, it doesn't help you at all. It just satisfies a yearning, it's a tradition.",
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"text" : "It's something about addiction - not that it helps you. Soda doesn't help you at all.",
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"text" : "It doesn't help you at all?",
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"text" : "No. Not your health. It's not healthy at all. No. That's just addictive. It's addictive, but it doesn't help you at all. Not at all.",
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"text" : "A lot of people say it helps if you're tired. But Coca Cola has a lot of sugar though.",
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"text" : "Well, if you're tired, like the sugar, you know, it gets you up. If you're like sleepy, it wakes you up kind of thing. ",
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"text" : "Any ad that you remember? Any ad in particular that you remember?",
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"text" : "During the Christmas time they're very good during Christmas. But they don't have any specifically. They put the present under the bottle, during the Christmas time, with different designs. During Christmas. Those ads have different designs. But they have a lot of different things, like just in Christmas though.",
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"text" : "In sports, there's a lot of things in sports, also. It's a very good advertising campaign, Coca Cola.",
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"text" : "Yeah, Pepsi also. Not just Coca Cola.",
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"text" : "Yeah, but it's really mostly Coke. It's more known. The Coke is more known. Coca Cola has done the most ads. It's my understanding that even Santa Claus does the Coke. Santa Claus is around because of Coca Cola. That's my understanding.",
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"text" : "Yeah, in the commercials. In the commercials Santa always comes out drinking Coke.",
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"text" : "Is that true?",
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"text" : "Yeah, I think so. During Christmastime. You always see Santa drinking Coke.",
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"text" : "You got a little laugh there Paulo.",
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"text" : "Well, that's the way I see it. But they do a lot of things. Coca Cola are very big. A lot of advertising, a lot of campaigns. They're very ample. It's ver attention-grabbving with Coke. The other ones don't do it as much. They're not as detailed as the Coke.",
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"text" : "Anyone in specific you remember in particular? Any?",
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"text" : "I remember one, but I\"m confused if it was Pepsi or Coke. For me it's almost the same thing.",
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"text" : "Michael Jackson was involved in it. It's a old one - Pepsi. That was Pepsi with Michael Jackson.",
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"text" : "And what happened with Michael Jackson?",
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"text" : "He was dancing. There was some kids and one was like imitating him. Imitated Michael Jackson while he was dancing. And he appeared, he got surprised, he kept on dancing with the Pepsi. I remember that one.",
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"text" : "That's very attention-grabbing. And very catchy.",
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"text" : "If I'm looking for it, and I see Pepsi or Coke, it doesn't matter which one I see first, I'll choose - whichever I see first, I'll buy. There's no choice really.",
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"text" : "I think there's a difference.",
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"text" : "OK, let's keep, let's move forward. You have a package in front of you. I'm going to show you. I believe there are four campaigns. The campaigns come like 1-2-3-4 different things. We're going to see some in print. Let me explain a little bit. We're going to talk about it after writing down. You have a worksheet over here. I want you to put your name at the top. And you're going to grade it before talking about. Everybody's going to have time to form an opinion, and then we'll talk a little bit, OK? You also have a video to watch here. Each one has a video. So, I'm going to show you. I'm going to show you something. And then as a group. OK? So, I'm going to show you several things. And I want to understand the main idea, the main message, things like that. Because these are ads that are not finished as of yet. This is the developmental phase. It's being developed. So they want to understand if it was well understood. If one's better than the other one. What make it work? What makes it doesn't work, things like that. OK? Ready? Let's begin with G-1. [TRANSLATOR: She's reading G-1.] That was G-1. Write down over here, over here it says, ad G1. Put over here what you think about the ad. What did you learn, and all that. And then we'll discuss it. And over here, this is like the letters that you're going to use. A is good, B is more or less, D is not good. You could grade it here.",
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"text" : "You have to fill the whole thing out?",
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"text" : "No, we're going with the first one only. Which says G. Campaign G. Ad G. And once you write it, then we'll discuss it. And then I'l show you the following one.",
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"text" : "You have to fill out the entire sheet? Don't we have to see the video first?",
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"text" : "One second, please. It says that the video comes afterward. So, we'll talk first about this one. We'll discuss this one first. This is the first one, right? We're going to do only the first one only. Just the first one. Please. Are you finished? Quickly. The idea is not to think about it too much. OK, ready? Tell me, what do you think about this ad? G1.",
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"text" : "I don't know. It's a little strange, that image. It looks like a Coke bottle, but I've never seen an image like that of a cola. Nobody has seen that. It's very rare. It's weird. But it's right in what it's saying. Because it's true. All this happens, it does happen.",
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"text" : "All this what?",
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"text" : "Like obesity. I would say the ad promotes health. It's promoting health. The less soda you drink, the healthier you'll be. it says it in little words. In a few words it's telling you it's not recommending it, it's saying not to consume it. It's bad for you. You don't want to be like super obese, so it's telling you that.",
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"text" : "It's like a lot of people in the U.S. when you see them on the street, a lot of people you see on the street drinking this and they're obese.",
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"text" : "What about it - what is the message here?",
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"text" : "It's good advice. It's very good advice. I think people like that are going to be attracted to this image because of the color.",
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"text" : "We're talking about you. We're talking about you only.",
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"text" : "For me it's a good concept. It's a good image for me. I think it's good. I think it's very motivating. It's motivating for our kids above else - above else for our kids. That's why it's motivating for our kids. Not just for us, but for our kids also. That's the way I see it.",
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"text" : "It's OK, I like it, but thre's a lot of drinks that have a lot of sugar, honestly we have to reduce that intake. But I also have to - everything is with moderation, nothing in excess. I think maybe a couple of sodas, ain't going to be that bad.",
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"text" : "We're focusing on what we're seeing now. I want to understand if this is good, if this functions. ",
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"text" : "Yes, it does function and it does work. Yes. it's very clear.",
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"text" : "Does it impact? Which part impacts?",
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"text" : "The health - the health impacts. Diabetes. The personal health. That's why it's impactful. The physical health.",
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"text" : "So, knowing this information--",
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"text" : "Also about the kidneys. It's going to affect the kidneys also. Throughout your body. It says chronic conditions. Like people said, don't drink soda, because it can hurt your kidneys also.",
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"text" : "It impacts you. In order for you to reduce the intake. It's like giving you that advice to reduce the consumption. Like if people keep drinking soda, they're going to become obese if they keep drinking the soda.",
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"text" : "Is it understood?",
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"text" : "Yes. It's very understandable. The message is very understandable. The message is very clear.",
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"text" : "And also by the shape of the bottle. The shape of the bottle and the text. It talks about chronic disease, chronic conditions. The heart disease. It's very clear. Even the design works by itself.",
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"text" : "Is there any way to make it clearer?",
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"text" : "No, you can't make it clearer, it's fine. It's fine the way it is.",
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"text" : "I see one thing. If I see this ad, you're going to be obese, it doesn't work for me. A lot of people - it's not going to make you obese. It can be said that it can cause damage to the kidneys, things like that, things internal. But not necessarily it's going to turn me obese. It's not going to turn me obese. It's the design though - it's the design. Look how fat the bottle is. But it definitely doesn't affect your body, but I don't know if it's going to make me obese, but it affects you internally.",
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"text" : "What do you think about what Hancel said?",
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"text" : "He's talking about himself though, personally. He drinks soda and doesn't get obese, but that's him. That's not anybody else. That's his story, not our story. Some people drink soda and they gain 15 pounds. It depends on the person. Everybody has a different metabolism.",
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"text" : "Caffeine hurts me. Caffeine is not good for me. So, I'm trying to avoid it. I'm reducing my caffeine intake. My doctor used to prohibit me to drink caffeine. I was drinking too much caffeine.",
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"text" : "Is it clear?",
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"text" : "It's very clear.",
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"text" : "What will you remember about this ad?",
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"text" : "Everything.",
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"text" : "Everything.",
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"text" : "Not to drink too much soda.",
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"text" : "I'll remember everything about it. Everything here is very clear. Diabetes, heart disease, obesity. It covers everything.",
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"text" : "This is I think for people who who really have kids. Because it really affects your kids. When you see it, it's OK, but you think about yhour kids though. So you pay more attention. You know what I'm saying? You associate it with your kids.",
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"text" : "I give soda, but I dilute it with water to my kid. I don't give the soda by itself, I give the soda with water.",
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"text" : "Yeah. That's what I do with my kid.",
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"text" : "Now the idea of giving kids less, is it motivational?",
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"text" : "Yes, it is motivating. Absolutely. Yes. Or don't give it to them at all. Not just reduce it, how about just take it away permanently. That would be even better. Because you don't want them hurt in the future. You don't want them down in the future. Like if you tell a kid you're going to be extremely fat, I don't think he's going to pay attention though. They're just kids.",
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"text" : "I think it will.",
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"text" : "So, what would you do differently after having see this?",
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"text" : "Reduce the quantity of soda intake.",
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"text" : "Yes.",
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"text" : "Honestly? Really?",
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"text" : "Yes. There are people that I know who don't buy soda. They don't drink, or their kids. Nothing with soda. Maybe Ginger Ale when there's visit. Maybe when there's visit, GingerAle. But everybody has different tranditions when it comes to that.",
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"text" : "But I want to understsand from your point of view - your point of view, if it affects your--",
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"text" : "Yes, yes, it does - it does impact. It is impactful, yes.",
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"text" : "Let's see another ad by video. Let's see a video ad. [PRESENTATION PLAYS]. Let's play the video again. Let's see if I can stop it now. OK. Please grade it here. Number 5. Answer number 5, question number 5. And also let me know what grade you give it, A, B, C, or D?",
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"text" : "This is A to D over here also?",
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"text" : "Yes. Yes, you can grade for example the first one, if you like L a lot, you can give it an A. If you didn't like it at all, you give it a D. Or any one, any other one. And then the video. And the campaign overall is both together, video and ad. Tell me about the video.",
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"text" : "Same message. Pretty much the same message.",
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"text" : "And as an idea? As a concept? What do you think?",
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"text" : "I liked it, but the music was - I don't know. I don't know, it was a little strength in music.",
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"text" : "What kind of music? ",
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"text" : "It doesn't look - it's not like commercial music, it's different, rather than regular commercial music.",
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"text" : "So the music is missing.",
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"text" : "It's like too gloomy. It's like gloomy. More motivational - you should be more motivational.",
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"text" : "And why do you think they put that music? Why do you think?",
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"text" : "Also because it is a gloomy situation. It's something that, like you worry about. It's like sensual, it's like sensual, the music.",
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