By target group: Business: Distributors, retailers, ...

 

USG wanted to create awareness, stimulate trials and increase sales of revolutionary dust control joint compound - Sheetrock - that dramatically reduces airborne dust during drywall sanding. The prima ...

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

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 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 ...

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 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 ...

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time ...

Glen Catrine, a successful Scottish drinks manufacturer, was suddenly faced with the need to change the name of their flagship brand after almost 50 years. In the course of a few weeks they mounted a ...

Despite holding a 95% market share in this mature market, the GIB Living Solutions® strategy has increased sales by $35 million in the 12 month period to 31 March 2003. In the same period, gross margi ...