A - B: Bartle Bogle Hegarty

 

This Agency Profile provides key details and analysis of Bartle Bogle Hegarty, including its latest activities, market position, financial performance, Brands, structure and history, together with onw ...

Unilever launched Lipton Sizzle & Stir - a dry dinner mix to which consumers only needed to add meat - in the US in 1999. By 2000, it had $30 million of sales. However, Unilever wanted to achieve $40 ...

In 1994 St. Louis-based agribusiness giant Monsanto introduced Posilac, a drug designed to raise cows' milk production. Sold through the company's dairy division, formerly known as Proti ...

Levi Strauss & Co., whose founder invented blue jeans, became the jeans brand of choice for America's youth around the mid-twentieth century, but during the 1990s this began to change. ...

In 1998, sales of Rolling Rock beer, produced by the brewer, Labatt USA, were stagnating. Craft beers from microbreweries were also falling out of favour and Labatt believed it could take advantage of ...

Diagio plc’s Johnnie Walker "Keep Walking" was refreshed in 2000. The print and outdoor theme, aimed at urban men aged 25 to 34, was an unconventional success. Logo awareness rose from 23% to 50%, on ...

ConAgra Foods, the $14 billion packaged-food giant, created its Feeding Children Better program in 1999 in response to the growing problem of childhood hunger in the United States. In conjunction with ...

The 1999-2006 campaign to revitalise Johnnie Walker, and turn it into a global icon brand, was based on the image of the striding man, which links the brand with the universal desire to progress. 'Kee ...

Despite being best known for its margarine-based product, Bertolli, found it necessary to extend its product portfolio to remain competitive. Using brand extension, it moved its previous advertising m ...

This campaign for the Axe (known as Lynx in the UK) shower range from 2003-05 aimed to change male attitudes to a fragrant shower product. The target audience was men aged 18-24, and the main media us ...

In 2000, Audi began a campaign to widen the prestige of the marque among the general public, and to increase both desire and conversion among prestige car buyers. The media used included TV, press, ou ...

This paper shows how Sony Ericsson developed a new way of branding their mobile phones, in terms of consumer use/participation, during its campaign from 2004-05. Two models were featured: the K750i ca ...

This paper discusses Unilever's 2004-06 campaign in Romania for Dero (short for Detergent Romania). After the fall of communism, Unilever bought one of the two main detergents, and relaunched Dero, wh ...

The 2005 launch of Axe Shower Gel was the first expansion of the Axe brand outside the realm of antiperspirant/deodorants. The challenge was to support the shower gel product launch in a way that quic ...

Jim Carroll, UK chairman of BBH, argues that where once we judged ads on first whether they communicated the core message, and then whether they were involving/engaging – now we must reverse the prior ...

This campaign for Lynx deodorant sought to lift the brand above the teenage market and make it relevant to older men (aged 18-24). The approach recognises that by this age, girls and boys have become ...

The Johnnie Walker 'Keep Walking' campaign was created to catapult the Johnnie Walker brand out of the clichés of scotch category with its corresponding volume decline, and into the broader realm of c ...

Rapid advances in technology have created a proliferation of new technology products, making successful launches difficult and rare. With the launch of its T610 camera phone, Sony Ericsson created th ...

This unconventional campaign, which won the prize for Best Media, describes how Lynx created a ‘music and dance’ phenomenon to launch Lynx Pulse. Rather than behave as an fmcg brand, Lynx and its agen ...

This paper shows how the Government, via a coalition of related brands (NHS, Cancer Research UK and British Heart Foundation), has successfully waged a war on tobacco. Since 2000, 1.1 million fewer pe ...

Global campaign for Johnnie Walker whisky, developing the successful `Keep Walking' concept which associated the brand with progress towards aspirations. Extensive research in several countries (descr ...

New positioning campaign for Barclays Bank, based on perception that what customers wanted from a bank was knowledge and advice they could trust. This turned current CRM perceptions on their head: peo ...

Describes a branding campaign for Kentucky Fried Chicken (KFC). KFC had a unique benefit: all KFC products were 100% real, whole chicken, unlike competitors' products which were mostly processed and r ...

Describes multimedia (or media neutral) planning for a launch campaign for a new fragrance, Lynx Pulse. Developed around a `dance' theme: create an ad about spontaneous dance, set it to music, launch ...

The overriding problem facing this campaign was to create an understanding that one in four children are hungry or in danger of being hungry, against a background of high scepticism. The objectives w ...

Lynx’s success is driven by penetration – particularly among 17–34-year-olds. More 15–24-year-olds use Lynx (75%) than surf the internet (63%), own a Playstation (46%) or even drink Coke (65%). The pr ...

Launch (2000) of Levi's Engineered Jeans brand in Japan. Illustrates how Levi's used a local advertising approach to revitalise their business, which had been declining and threatened by a local denim ...

This paper describes how Olivio spread and continental equivalent Bertolli developed advertising that worked the same way in all markets. By 2001 brand volume was 30,000 tonnes with combined sales wor ...

Campaign to change perceptions of Barnardo's, especially to make the charity relevant to younger people. The new vision is 'to help the most vulnerable children and young people transform their lives ...

Multi-country Keep Walking campaign for Johnnie Walker whisky, to confirm it as a global `icon’ brand. Media used: TV, print, posters, sponsorship. Gold winner, APG Awards 2001.