Point-of-purchase, in-store media: Primary medium

 

Washington’s Lottery wanted to boost Scratch ticket sales by another $10 million dollars. But where those extra sales were going to come from was not particularly obvious. We had no new games or prize ...

Air New Zealand prides itself on having a strong culture of innovation, and in June 2006 the company decided it wanted to use this to appeal to the New Zealand domestic traveller. A significant issue ...

This 2000-07 campaign for Meat and Livestock Australia (MLA) aimed to make lamb the national dish on Australia Day, thus creating a new cultural tradition. This involved advertising in January, tradit ...

Parents and grandparents don't often buy PS2 games for their children and grandchildren, considering them to be anti-social and too violent. PS2 had an image of hardcore gaming, but now that gaming is ...

The German men's wet shaving market has been growing, and is currently led by Gillette. However, increased competition, own label and lower-priced alternatives were threatening the company's position. ...

Wine and spirit manufacturer Berentzen holds an annual winter seasonal promotion that features a branded hand cart distributing drinks around Germany. In an effort to improve perceptions of the brand, ...

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 ...

Belgium's home furnishings market is very fragmented: independents account for 85% of the turnover, while chains like IKEA only account for 7%. IKEA wanted to reverse this trend and become more social ...

In 1997 Kmart Corporation wooed Martha Stewart back. She had taken the position of Kmart lifestyles consultant and Home Division spokesperson in 1987 but had, according to Stewart, been alienated th ...

In 1976, when the cosmetics industry was making exaggerated claims about scientific advancements in skin care, Anita Roddick opened a store, The Body Shop, in a seaside town on the southern coast of E ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

Almost 50% of the 3 million people made homeless from the earthquake of October 2005 were children who slept outside in winter temperatures of minus 20°C. By November insufficient donations had been r ...

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 ...

Coca-Cola was the new sponsor of The Football League – and keen to build credibility and good relations with over nine million fans. This short paper details a Coca-Cola competiton in which Football L ...

Cold and flu can make you feel like hibernating. Staying in and curling up. To help Kleenex® consumers get through the worst of the winter season, they created a unique premium – the Kleenex® Sofa Snu ...

UK brewer Mitchells & Butlers wanted to find innovative ways to sell more beer. During the UK general election in May 2005, customers were invited to vote with their throat by selecting from three bee ...

In Ireland, research showed that 80% of consumers did not differentiate between vodka brands, and bar owners were suffering following the introduction of the smoking ban. This brief study shows how th ...

This brief paper details a campaign during which special packs of Sun dishwasher tablets included a lottery ticket offering a variety of different prizes. Via the use of TV and on-pack promotions, the ...

This brief paper discusses the Dockers promotion to launch “new cut” trousers, and illustrate the brand's return to its native California. By encouraging consumers to purchase a new pair, they would r ...

ABSOLUT CUT, a new vodka premix, was being launched in the ANZ market. The product was housed in a clear 330ml bottle with distinctive 'cuts' etched into the glass, and was 5.5% alcohol, lower than it ...

Rickard's is the number one red beer in Canada, but it has been under pressure. It’s a premium product but not super premium and it doesn’t have a rich heritage to exploit. A new ad campaign focusing ...

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 ...

By driving awareness and challenging negative category taste perceptions, the 'Tailgating' campaign led to Campbell's Chunky Chili surpassing launch year objectives by a significant margin. Chunky Chi ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

The upper middle range of the car market is an important segment, but it is also a declining one, largely as a result of pressures from new vehicle types and environmental and social concerns, the lat ...

Travel to London began to face a significant challenge as consumers became more savvy, using online aggregators to hunt cheap international air fares. Because British Airways occupied a premium niche ...

How can a tiny local wireless company compete against the mega-sized juggernauts created by recent mega-mergers? Incite a Revolution. That's what Northcoast of Cleveland, Ohio did as it re-launched it ...

The pundits agreed: launching a premium compact car into the crowded luxury US market where others have failed was a risky proposition. A tiny budget and a hard-to-reach young, highly affluent, target ...

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 ...

The DHL 'Competition' Campaign was intended to launch a fledgling brand into a stable marketplace dominated by two superbrands. Communications objectives were awareness/consideration and trial generat ...