K - L: Leo Burnett USA

 

The video game industry had long been perceived as only appealing to its most ardent users, while (inadvertently) shutting casual users and non-gamers out. The Nintendo Wii aimed to revolutionise this ...

As McDonald's launched its new coffee nationally, stores serving the Hispanic population in Chicago knew this was a tough sell locally. Recently Starbucks and Dunkin’ Donuts doubled their outlets, and ...

The Kellogg Company's humorous "Gotta Have My Pops" campaign, which had been airing on television since 1988, continued to increase brand awareness of Kellogg's Corn Pops r ...

Due to falling sales in 2001, Kelloggs launched the 'Kick-Start' campaign promoting the Special K brand cereal looking at the health benefits of consuming the product. Through the campaign, the produc ...

Between 1994 and 1996 Fila USA climbed from seventh place in the athletic-footwear category to an impressive third place. Although the company made shoes and attire for a variety of sports, basketball ...

Since its introduction in 1987, Prozac's sales had boomed, generating significant revenue for its manufacturer Eli Lilly and Company. But the success of this new type of antidepressant—a ...

The slogan Philip Morris Companies Inc. used in 1968 to launch its Virginia Slims campaign—"You've Come a Long Way, Baby"—effectively combined the two seemingly diss ...

What failed to stop David has never stopped the Greater Chicago Food Depository. Despite a diminutive advertising budget of $80,000, and increasing competition for the attention of inundated potential ...

The major problem facing Crayola was that it had become a ‘once a year’ brand with sales concentrated in the ‘back to school’ period. While the company had developed new products they lacked awarenes ...

The paper outlines how the brand was in serious decline due to aggressive competition and a reduced media budget. The campaign was based on the brand’s icon figure Toucan Sam and aimed at rebuilding ...

The marketing challenge facing this brand is described as counteracting threats from branded and private label competition. The creative strategy focused on an uncommunicative Yeti with the campaign ...

The paper describes an increasing belief among consumers that Special K was no longer relevant in a world of short-term diet fads. The challenge was to reverse a decade of slow sales decline and re-e ...

The case study explains how All-Bran had lost its relevance to the consumer and people had no motivation to try the brand. These problems were set against a decline in the fibre cereal market. The ch ...

Procter and Gamble launched Dryel in September 1999, as a radical at home alternative to dry cleaning. Therefore, quite a challenge lied ahead of the 'Habits' campaign. Based upon key consumer insig ...

This DMA ECHO entry was created by Leo Burnett USA for Jenn-Air. Blue Creek by Jenn-Air is a line of brilliantly colored, stainless steel, professional-style kitchen appliances that is targeted exclus ...

This DMA Bronze ECHO award winner was created by Leo Burnett USA for United Airlines. This multi-media campaign was launched in order to encourage transcontinental flights from Los Angeles to New York ...

This DMA Silver ECHO award winner was created by Leo Burnett USA for Kellogg Company. At the time of this campaign, Kellogg was not receiving its fair share of purchases in the pre-sweetened ready-to- ...