By target group: Age: 50 plus, seniors

 

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 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 ...

With a large number of well-known, well-funded competing tourism destinations, and confronted by real and perceptual barriers of distance, time and cost, the region of Newfoundland and Labrador faced ...

Diabetes UK's Measure-Up campaign aimed to increase awareness among people who may have diabetes but don't know it. The campaign followed research by IpsosMORI which indicated that only one in five pe ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

The launch of Nivea DNAge was to be the biggest of any anti-aging product in Austria in 2006. The challenge for DNAage was to differentiate itself from other skin care products based on its proven dir ...

In 1989 Toyota Motor Sales, U.S.A., Inc., boldly placed itself in direct competition with such automakers as Bayerische Motoren Werke AG (BMW) and Mercedes Benz when it launched Lexus, a new divisio ...

Stanley Steemer International, Inc., a carpet-cleaning service with franchises across the United States, began seeing sales declines in 2002. Wanting to change its marketing profile to address these d ...

In January 1998, Pharmavite launched a $17 million national television, print, and radio campaign for its Nature Madeline of vitamins and nutritional supplements. Created by Leo Burnett, the campaign ...

In March 1998 Pfizer Inc., the world's largest research-based pharmaceutical company, won FDA approval of its anti-impotency drug, Viagra. Because of the nature of the condition it was meant ...

Founded in 1906, the Boston-based company New Balance Athletic Shoe, Inc., had become the third-largest manufacturer of athletic shoes in the United States by 2003. Long catering to the serious athlet ...

Mercedes-Benz of North America was at the peak of its game in 1997 when it launched a comprehensive print and television brand campaign. Its sales were generally strong, its products were highly rated ...

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace. Lincoln recognised the potential of the impending US de ...

Frustrated by the lack of educational toys, in 1995 Mike Wood, a California attorney, rewired a talking greeting card to help his son differentiate between phonetic sounds. Soon afterward Wood founded ...

With assets of $62 billion, John Hancock Mutual Life Insurance Company ranks among the nation's 15 largest life insurance companies. But the 136-year-old company also sells a growing number of ...

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

Darden Restaurants, the largest casual-dining restaurant group in the world, operated three distinct restaurant concepts: the Olive Garden, Bahama Breeze, and Red Lobster. With about 700 locations, Re ...

Jeep was a division of the Chrysler Group, a Detroit-based subsidiary of the DaimlerChrysler Corporation that was responsible for the manufacturing, sale, and marketing of the Chrysler, Jeep, and Do ...

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had ...

Automobile advertising has historically constituted not only one of the most visible but also, in sheer dollar volume, one of the largest aspects of the marketing industry. Thus in the 1990s Chrysle ...

During the early 1990s Breathe Right nasal strips, manufactured and marketed by CNS, Inc., enjoyed a meteoric rise in sales. This success was largely attributed to the influence of certain prominent a ...

The 2004-05 campaign for Visit London (formerly the London Tourist Board) resulted in a reversal in the decline of London's worldwide tourism share for the first time in ten years, and delivered £317 ...

How MasterCard used ‘Priceless’ advertising to reposition itself in the UK credit and charge card sector. This paper outlines how MasterCard in the UK stopped being a secondary player in the credit a ...

ING Direct launched with the intention of growing both their product and brand. Knowing the crowded and customer-loyal nature of the industry, ING Direct carved a niche, applying the positive attribut ...

With objectives of attaining 10 percent higher awareness, brand positioning, and market share, Generali launched its “Under the Wings of the Lion” insurance campaign in Central and Eastern Europe (CEE ...

Fairy's challenge for growth started from an already high base of +40% value share in mature and highly competitive markets, where private labels and discounters were consistently gaining ground. Cons ...

Since its launch back in 1968, the Toyota Hilux has become synonymous with New Zealand rural life. By the late 1990s, the brand's dominant position was under threat, as competitors were offering newer ...

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 ...

Prior to 1999, Lancashire had done very little marketing activity. However, in September of that year, the Lancashire Tourism Partnership approached Radford with a very simple brief: to ‘do something’ ...

This article describes the 'fatty cigarette' campaign for the British Heart Foundation (BHF). Older smokers resisted anti-smoking activity because they perceived it as attacking them, and didn't under ...