By media used: Magazines (consumer)

 

The link between Robinsons and Wimbledon is one of the most enduring associations in sports sponsorship, extending to over 70 years. Wimbledon plays a key role for the brand: every year, the Champions ...

In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to ...

This paper discusses the 2006 campaign for Pomegreat pomegranate juice. PR had proved successful in getting the brand talked about, especially in terms of its health benefits. Now an above the line me ...

This paper discusses the Police Service of Northern Ireland campaign against knife crime. The objectives were to raise awareness and change attitudes through education, a knife amnesty and advertising ...

This paper details the 2005-06 campaign for P&O Ferries, which turned business around dramatically after a period of decline, and in spite of heavy competition. The objective was to gain more passenge ...

This 2006 campaign for The Home Office focused on child protection on the internet. The key objective of the campaign was to protect young people from the dangers of paedophiles by getting them to ado ...

This paper details the 2004 campaign to increase hotel occupancy and tourism in Glasgow by repositioning the city as a vibrant, stylish capital of style. It targeted a 'pyramid' of opinion leader audi ...

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006. The first phase, on TV, raised awareness. A later press campaign targeted mothers, and a majo ...

This Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-es ...

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics. This strategy helped to see off the competitive ‘grocery giants’ ...

This Gold award-winning paper details the campaign for E4's TV teen drama 'Skins'. E4 is aimed at younger viewers (in 16-34 age range), and the objectives of the communications were to generate a sign ...

This Grand Prix-winning paper details the campaign for the Metropolitan Police's 'Trident' initiative, which aimed to tackle gun crime in London's black community. The objectives were to raise gun cri ...

In recent years, anti-cellulite products have become the market driver for the whole body care segment, with L'Oréal acting as the innovative European pacemaker, and Dove also taking an increasingly p ...

The European deodorant market was becoming increasingly crowded, and Dove was seeking to differentiate its own brand by associating itself with positive skincare credentials, based on its unique offer ...

Herbal Essences positions its products in terms of being an experiential brand, rather than focusing on science and problem-solving, as was the case with much of the rest of the category. The launch o ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

In the two years prior to the launch of Masterpiece Mascara in November 2005, Max Factor was in a serious decline. There was a lot riding on Masterpiece - which employed an innovative and patented 'ru ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

Ireland was facing declining visits while EU tourism was growing. Although Ireland historically had managed to attract more than its fair share of US tourists, the magic was fading. Ireland’s booming ...

To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campai ...

The campaign entitled “The Secret Coast” was developed for Centex Destination Properties: Pointe West as a means to reenergize consumer interest, as well as neutralize low perceptions of its location ...

Military recruitment has arrived at its most competitive and challenging landscape since the instatement of the All-Volunteer Force in 1974. Compounding political, social, and economical variables hav ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

Bridgestone Golf wasn’t going to beat the likes of Titleist or Nike with the conventional weapons of TV dollars and print ads; at best they would be outspent in that war 50 to 1. It was important to b ...

Tyson Foods’ mission is to proudly power the world with their chicken, beef, and pork products. Tyson’s “Powered By” campaign leverages cultural cues, humor, and love of family, to demonstrate that Ty ...

Winning back the hearts of disheartened Pistons fans and getting them back in the seats seemed insurmountable after not delivering on promises of victories and all-star players. We decided to give the ...

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 ...

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...