By campaign objective: Maintain price premium

 

Chuck Young and Amy Shea Hall, Ameritest, examine two examples of branded entertainment films from BMW (both withdrawn despite creating unqualified buzz). They contend that one of the films 'worked', ...

Premium paper towel brand Handee was the market leader in New Zealand, but had failed to communicate a consistent brand message at a time when its competitors were investing heavily in their brands. P ...

The Kellogg Company's humorous "Gotta Have My Pops" campaign, which had been airing on television since 1988, continued to increase brand awareness of Kellogg's Corn Pops r ...

Adult snacking is a growing trend in the Canadian market, pointing to opportunity in the casual meal territory. STOUFFER'S decided to create a whole new section in the frozen aisle consisting of handh ...

In 2004 Mac's Convenience Stores began to change from a sleepy convenience store chain to an aggressive retailer in search of growth. One opportunity was Froster, a high margin frozen carbonated bever ...

Since its launch in 2002, Dyson had achieved tremendous growth and risen to the number four position in its category in the US. This was quite a feat, as vacuums had been toiling for years as a low-in ...

The potato crisp market is highly competitive so in the early 1990s, the New Zealand-based company Bluebird Foods launched a grain-based snack called Grainwaves. It performed well but in 2002 it hit ...

This case study tells the story of how Listerine was first repositioned, in response to a faltering performance, from a breath freshener to an oral hygiene and dental defence brand. It then shows how ...

Within the UK market, despite being a 99% penetration in households, there was no real differentiation in milk brands, and this was a gap Arla sought to exploit. Using the PurFiltre product developed ...

Stephan Butscher and Balraj Kalsi (Simon-Kucher and Partners) discuss how large companies with strong brands can respond to cheap competition. They show that reducing the brand’s price, or doing noth ...

The 'Quest' or 'Tongue' ad, as it came to be known, was a powerful creative answer to one of alcohol's toughest challenges; to grow beer sales in a volume challenged market with a 'middling' brand. Wh ...

The March 2003 launch of the 2004 Toyota Sienna was the opportunity to re-position the brand, taking advantage of a significantly improved product. The Sienna had been “the safest minivan ever tested” ...

During the 1980s, with the cheese market in New Zealand focused on quantity, Mainland hoped to reposition itself based on emotional bonds and quality of cheese. With clear goals in mind, the “good thi ...

Michael Lieberman describes a case study based on a gasoline product and demonstrates how various research techniques can help to predict future buying intentions and develop a brand communications st ...

In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year. But profits were in decline, because retailers were forcing down prices. Hovis ...

1999 television campaign for Kraft Dinner. Brand, though leader in category, had been losing equity, being increasingly bought on deal to compete with private label. Need to revitalise the brand to st ...

Describes a two-year campaign for Glenmorangie Ten-Year-Old and Wood Finish malt whiskies (adapted from the 1998 Scottish IPA Grand Prix winner). Aim was to grow premium malt brands in context of a re ...

This paper demonstrates how advertising helped Lurpak to grow in value, from £60 million (approx $120 million at 2008 rates) in 1995 to £102 million in 2000, with a return on investment of 45%. The l ...

Updates a previous Award paper (1996) which describes how an original black and white TV campaign helped Felix to grow penetration to become the no. 2 catfood brand by 1995. The next task was to wrest ...

The advertising history of Solvite adhesive since 1978. Describes how consistent modest spend of £12 m per year on a consistent TV campaign theme generated a cumulative price premium (which alone cove ...

Campaign in 1999 by Leo Burnett for John West tuna. Objective: build brand, justify price premium. Problem: commodity price-driven market, brand had no reputation (although JW had high quality reputat ...

This 1998 paper shows new ways of measuring Stella Artois's 'reassuringly expensive' campaign, as well as discussing increased effectiveness in the long term. By employing new measures to gauge the ca ...

Compaq's philosophy is to manufacture high-quality PCs, incorporating unique additional features, which give IT managers more control over their networks. However, the price of this philosophy is that ...

1987-95 brand-building TV campaign for Ribena, using the `Ribenaberries'. Results: short-term: decline in perceptions of core Ribena brand strengths arrested (Millward Brown tracking); build in volume ...

When Bates Dorland won P&O European Ferries' business in autumn 1992, it was both brand and image leader. Heavy investment in its ferries over the previous five years meant that P&OEF offered a higher ...

Campaign for Anchor butter during 1987-92. Requirement was to maintain a price premium, selling a fixed amount, without exceeding a share of 25-30% (to avoid antagonising the EEC farming lobby and thu ...

Although present in 75% of French households, Le Creuset (French ironwork cookware) was a well kept secret in the UK, enjoying almost cult status. New company ownership in 1989 resulted in the need fo ...