By campaign objective: Attract, support distribution

 

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

New Holland, a 111-year-old haytools company, faced the challenge of reinventing itself as a tractor brand in a category of fierce competition. With a limited budget, the company utilized a brand intr ...

The campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

In 2006, insurance company Mapfre restructured its commercial and sales structures, and also launched two high-profile products: 'family protection' for protection against family risks and 'rent prote ...

Christmas is a very competitive period for phone manufacturers, and Nokia wanted to ensure its brand was visible to consumers over the festive season. Based on a plan of holding 23 days of events in t ...

Toyota Motor Sales U.S.A., Inc., was responsible for the distribution, marketing, and sales of all Toyota vehicles in the United States. It was owned by the Toyota Motor Corporation, a Japanese comp ...

In reply to the cluttered and stagnant insurance market, RBS decided to invest-to-grow its third insurance brand, Privilege. Following a 34 percent sales decline, Privilege aimed to increase revenues ...

This short paper shows how Ambi Pur launched an upmarket domestic product for both consumers and distributors to establish itself on the French home fragrance market. A targeted campaign gave the impr ...

As this short account shows, by introducing 4forAll, four mini pizzas in one, Pizza Hut created the first edible pizza game. The aim was to take turns spinning to decide which square to eat next, and ...

The pharmaceutical company Sanofi Aventis wanted to develop a loyalty programme for pharmacists, called the “YOUnique club”, so that pharmacists could accumulate points to have access to prizes releva ...

This short paper discusses Diageo's unique efforts to educate its trade partners in the best way to present and serve all five variants of Johnnie Walker Whisky in order to bring opinion leaders close ...

This short paper centres around the launch of a new range of Freshways sandwiches at the IFEX exhibition to target key trade customers. One week prior to the event, they received an invitation to visi ...

The Evinrude E-Tec 2>4 campaign was launched at a time when boaters had accepted the notion that their outboard engine would forever feature 4-stroke technology. The 2>4 campaign not only shattered th ...

In 1993, Phillips Union, the US distillers, launched Revolution smooth as a new type of smooth blended whisky, aimed at novice whisky drinkers in eight key US states. The paper outlines how celebrity ...

Quantum had one chance to get it right with its new line of Performance tunes (PT) products. By focusing on the unique story of how these products came to be, they were able to differentiate themselve ...

In 2002, Dyson was an unknown, foreign entry into the vacuum category. Coming from the UK, it found in the U.S. a low-involvement, highly saturated category whose margins were sliding under retailer p ...

In a highly competitive market, where beer sales were falling due to the introduction of laws banning smoking and dancing in bars, New York beer brand, Rheingold, targeted ultra hip consumers with unc ...

This paper outlines how advertising helped take Weetabix to number one in value terms in ready to eat cereals. It outlines the strategy behind the brand’s re-launch in 2002 and demonstrates how this s ...

This case is the story of a corporate transformation. In just two years O2’s troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. Where it once trailed t ...

In early 2003, an exclusive supply agreement between Dole and one of NZ’s major supermarket chains effectively locked Bonita out of 40% of its distribution channel. Something had to be done, and fast. ...

The study explains that the brand was in serious decline. The basic objective was to return it to its former position as the leading New York beer. This had to be achieved with a budget of only $400k ...

SICO Inc. is the largest paint manufacturer in Canada. Their paint portfolio in Quebec has been made up of Sico (the flagship), Château, and Crown Diamond. The arrival of big box stores provoked a fer ...

In 2001, Canada's leading wine marketing company, Vincor Inc., introduced a wine targeting the younger wine consumer. Sola Nero was in the Popular segment (technically <$7.00), and 'younger' in this c ...

Familiprix had been positioned as ‘pharmacy owners who know health issues and are close by’. The health positioning reflected a product mix that skewed 70% to healthrelated products, compared to 30% f ...

Consumption of blended Scotch whisky in the UK is in long-term decline, with distribution dominated by multiple grocers who view Scotch as a key weapon in their price wars. Over-production in the past ...

This case relates how the “Give a Damn” campaign not only saved Golden Circle glass jam from the immediate threat of deletion, but secured massive sales and market share growth. Within two years, the ...

This study explains how the agency had to overcome the problems of low interest, low awareness and strong competition from other brands in the matress market. The campaign objectives were to achieve ...

Network Q was launched in 1991-1992 by Vauxhall as a scheme to organise the used-car-buying market. The new service would offer buyers security and peace of mind, protect residual and new car values, ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1984, Far ...