Fic­tion Meets Re­al­ity

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Cap­i­tal­is­ing on a global trend dat­ing back to 1977, Le­banese brand Al Ri­fai saw great op­por­tu­nity in bor­row­ing an un­for­get­table line (“Luke, I am your father”) from one of the seven-part of the Star Wars movie saga to pro­mote its line of mixed nuts thereby em­brac­ing and ac­ing a real-time mar­ket­ing strat­egy.

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