Bega has been trading as an Australian brand for over 100 years. In 2005 Bega changed its positioning, lost its point of difference, reason for being and was in the big retailers' 'sights' for delisti

Due to a change in law for the 2007 Australian federal election, the possible time allowed for new people to enrol to vote was reduced significantly. This meant the Australian Electoral Commission (AE

In 2004, the Australian egg industry was in trouble. In the face of product oversupply, consumer demand was decreasing due to becoming unfashionable and many people believing that eggs are high in cho

Speed is the biggest road safety problem in Australia, but while campaigns have previously focused on the high impact results of high speed, it is low level speeding that does the most damage. The cha

Earth Hour, turning off the lights for one hour on the last Saturday in March, is a symbol for the difference that every individual can collectively make to climate change. Despite a decrease in publi

Four'N Twenty is a brand with a clear positioning as the champion of the "Aussie bloke's" hunger. The rise of healthy lifestyles and in particular diet, was starting to affect Australian males and so

In September 2008, Australian families braced for the impact of the Global Financial Crisis. At the same time, FOXTEL was working hard to convince families that spending on subscription television was

This case describes how Campbell's Chunky soup responded to a competitor brand (Heinz Big 'n Chunky) that had adopted a 'copycat' strategy and stolen market share. It's 'Warm Tinny' campaign was a par

This case describes Pfizer's launch of Champix, a new prescription-only smoking cessation treatment that works in a different way to nicotine replacement therapies (NRT). Research showed that few smok

Vegemite, an 85-year-old iconic Australian brand, was in steep decline due to its staid image, perception as a kids' brand and changing breakfast habits. The creative solution prompted consumers to th

Against the backdrop of a highly competitive and cluttered chocolate bar market, Kit Kat Chunky Cookies and Cream took on the challenge of launching with a budget of just A$500K, channelled into a pur

The challenge for Meat & Livestock Australia's "Lamb on Australia Day" was to maintain lamb's position as Australia's national meat, increase consumption in January and integrate a creative idea into

This case describes the launch of the new Perth IKEA store in February 2008, supported by a fully-integrated communications campaign that began as a tactical campaign to promote a new store and became

The Transport Accident Commission (TAC) is the primary promoter of road safety communication in Victoria which decreased road deaths from 330 in 2003 (then, it's lowest ever) to 303 fatalities in 2007

How does a bank get people to acknowledge a problem they would rather ignore - personal debt? By understanding that debt is deeply personal and sometimes too hard to confront, the campaign embraced th

Rugby League is one of Australia's largest and most successful sporting codes. Clubs of the National Rugby League (NRL) depend on fan membership for their ongoing financial stability and ultimately on

In a market characterised by fierce competition, Optus wanted to relaunch its Mobile Phone Cap plans. While the product had not changed since an initial campaign, and competitors were offering service

Since its launch in 2004, Foster's Pure Blond had enjoyed steady organic growth with limited marketing promotion, other than focused sales support. The 'Brewtopia' campaign used television, outdoor an

Loyalty to Western Union was low, despite the size of its network and its fast and reliable service - competitors were generally of equal cost or cheaper and customers were prepared to allow extra tim

Young Aussie blokes - particularly P-platers (provisional drivers) - love speeding. They love it to death. Up until 2006 the youth speeding toll was climbing, and the NSW Roads & Traffic Authority's (

High cholesterol affects up to 50% of the adult population in Australia, but few of them are aware they have the condition. Pfizer Australia wanted to persuade the Australian population that having a

What do you do when 90% of Australian households refuse to try your category? This was the task facing Nestea in the ready-to-drink Iced Tea category. The barrier to consumption was taste - the belief

Asset finance is the backbone of Australian enterprise. The ability to borrow funds to expand industry is absolutely essential to keep the nation on the move. In a contracting market, Commonwealth Ban

In 2007 South East Queensland (SEQ) was in the worst drought on record; regional water stores were at record lows and declining, despite residential water restrictions. The Queensland Water Commission

Berlei went on a mission to 'uplift' the women of Australia by getting them in the right sized bra. The distinctive bra fitting bus, supported by its own local area marketing campaign, travelled down

International visitation to Australia had stagnated, so to increase awareness of Queensland's 'Islands of the Great Barrier Reef, a reason was created for people all over the world to engage with the

The Commonwealth Bank launched their Debit MasterCard in October 2008 - a mature, parity product competitors had been offering for years. Aimed at a savvy (and skeptical) audience of 18-39 year-olds,

This article details how Bayer Schering Pharma connected doctors with testosterone deficient patients, educating them about an insidious male condition, which is extremely difficult to detect as its s

For 50 years, ABC had offered Australian TV consumers commercial-free television, something that many viewers valued highly. In 2008, the network was planning to launch The Gruen Transfer, a series al

Mother, owned by Coca-Cola, is a rare example of a brand that has failed, and then successfully been re-introduced. The 100% natural energy drink was first launched in Australia at the beginning of 20