This paper describes a qualitiative research technique developed by the Brazilian agency DCSNET Comunicações to understand the country's different consumer profiles and their regional partic ...

Women's Aid is a UK charity providing support to victims of domestic violence, which had used classic celebrity endorsement in the past to good effect. But it wanted to move beyond the "borrowed ...

Milk is a staid and boring product drunk in childhood. Consumption declines rapidly during teenage years and never recovers. To reconnect with Californian teens, BBH invited a group of them to blog ab ...

Despite the fact the Great Barrier Reef was a world-heritage listed Natural Wonder of the World, the 'islands' of the region were relatively unknown. This campaign aimed to drive international interes

It has been predicted that more than half of all adults in the UK will be obese by 2050, putting them at greater risk of ill health. However, research has revealed that many parents either do not view

The Ad Council, the Family Violence Protection Fund, and the Office of Violence Against Women joined forces to create an integrated campaign that would help prevent teen dating violence. Research had

In 2007, Frito-Lay wanted to reposition Cheetos as a product that was relevant to an adult audience, having committed to stop marketing the brand to children. Many older consumers who loved Cheetos ha

In late 2008, Doritos wanted to reintroduce two flavors that had been discontinued in the 1980s - Taco and Four Cheese. With a minimal budget, and a solely digital brief, a distinctive strategy would

Bottled water sales had hit Brita, the water filter company. A PR-led campaign which eventually encompassed television and newspaper advertising helped it hit back by claiming the environmental high g ...

Häagen-Dazs ice cream was suffering from stalled sales and the impact of competition from rival brand, Ben & Jerry’s. Exploiting its position as made from all-natural ingredients, Häagen ...

Virgin Mobile entered the Indian market with a plan to establish itself as the sector’s youth brand. In a series of TV spots, the brand used daring and unconventional storylines to reach 18-25 year-ol ...

The Commission on Presidential Debates wanted to ensure the public was well-informed about the issues in the 2008 US elections. It opted for a campaign which used MySpace, the social media network, to ...

This campaign recognised an opportunity to create a style blog about Michelle Obama. The US election result significantly boosted traffic, and the site has become revenue-generated and precipitated a ...

Under pressure in the hybrid category from a lower priced Honda model, Toyota Prius set out to convince buyers it offered the best value and secure at least 40,000 pre-orders. An extensive trawl of re ...

In 2007, when UK law changed to allow the advertising of gaming and betting services, the bookmaker Ladbrokes wanted to understand whether or not to invest in advertising for the first time. Through a

The U.S. Army faces a constant struggle to achieve annual recruitment goals. Potential recruits describe current Army recruitment advertising as out of touch with their lives and irrelevant to their s

In Pennsylvania, the rate of teen deaths from driving drunk had not declined in more than eight years and existing messages, focusing on the risk of death, were not seen as credible. After extensive r

Despite buying Bauer some ten years before, by 2005 it was clear that Nike's formula approach to sports marketing was not working in the hockey category where it was still consider an outsider by hock

The Atlantic magazine was an aging institution with a stagnant circulation, that had low online visibility and few contemporary advertisers. The resulting campaign sought to position the title as the

Post Shredded Wheat was a brand in decline, deemed "old and boring" in a changed cereal sector. However, the economic turmoil of 2008 was used to the brand's advantage, with its image recast ...

Johnson & Johnson’s Band-Aid was facing its third year of slowing sales in Brazil – a trend which increased the pressure on its profit margins. In particular, the market for children’s decorated b ...

JetBlue, the low-cost US airline, had been hit by a spate of bad publicity in 2007. Following a re-positioning, the company saw an opportunity to chime with popular criticism of business executives tr ...

Coca-Cola wanted to strengthen its appeal in Brazilian bars where beer was the popular drinking choice. It developed an idea to spark debate across the soccer-mad country, by exploiting the age-old sp ...

Cadbury’s Stride chewing gum brand wanted to market its longevity using humour and an irreverent tone. It used a spoof legal site and online games to increase awareness. Following the campaign, Stride ...

Microsoft has always been synonymous with desktop. But for years it has been trying to gain a foothold in the software market. In order to make Microsoft a credible player in this market, it had to ma ...

Stouffer's is an iconic American brand, but since the 1980's its role had shifted from 'working women's trusted frozen friend' to 'passé dinnertime fixture'. Stouffer's set about reigniting its i ...

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and ...

India is home to one in three illiterates on the planet and 75 million of them are children. Against this, India is also home to the largest number of English educated people. The Times of India (TOI) ...

Wilkinson Sword wanted to announce their first-time sponsorship of Movember, a Men’s health charity that encourages men to raise money for the fight against prostate cancer by growing a moustache. Rat ...

The beauty category seemed to be caught in a cycle of increasing self-importance and brands attempting to “out-innovate” each other, leaving women disconnected and, often, feeling worse about themselv ...