S - T: TBWA Chiat/Day

 

When it was launched in 1982 by the privately held media conglomerate Landmark Communications, The Weather Channel (TWC) represented a new concept—around-the-clock weather programming on televi ...

In 2001 Absolut vodka unveiled "Absolut Director," an online application that allowed visitors to make short films. This was targeted at 21- to 40-year-old drinkers. Industry analysts are split over w ...

V&S Vin & Spirit AB’s Absolut Vodka became the best-selling imported vodka in the United States and captured a sizable portion of total vodka sales largely because of the innovative and popular print ...

In 1997 Taco Bell Corp, the sixth-largest fast-food chain in the US and the only Mexican-style fast-food restaurant operating nationwide had experienced two years of declining revenues. This paper des ...

The telecommunications industry underwent such fierce competition during 2003 that many analysts were comparing its advertising climate to the "cola wars" of the previous decade. The fif ...

Nissan launched the biggest marketing effort in its history, the "Enjoy the Ride" campaign, in August 1996. The $200 million budget was four times the previous budget and placed Nissan b ...

In the 1970s and 1980s the luxury component of the U.S. auto market stayed relatively immune from the threats of Japanese competition, which was able to zero in on the budget and mid-priced segments ...

In 2004 Nissan North America, the North American subsidiary of Japanese automaker Nissan Motor Co., Ltd., introduced a redesign of its Quest minivan. Originally a joint project with the Ford Motor C ...

Even with a $13.5 million operating budget and one of the largest contemporary art collections in the United States, the Museum of Contemporary Art, Los Angeles (MOCA), toiled to draw crowds in 2001. ...

Whiskas, a cat-food brand in Mars, Inc.'s Masterfoods USA division, was the world's leading cat food. Its sales performance and brand identity was inconsistent from nation to nation, h ...

Joe Boxer built its reputation in the underwear field by being offbeat. It was the first to offer glow-in-the-dark boxers and was known to stage outrageous stunts, such as sending 100 pairs of underwe ...

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 the late 1990s Jack, the clown spokesman for Jack in the Box restaurants, was at the center of a comeback for the fast-food chain. Jack in the Box had used a clown as its mascot until 1980. In that ...

The Game Show Network (GSN), the only 24-hour cable channel in the United States dedicated to game shows and interactive game playing, was founded in 1995. By 2000 its ratings were at an all-time high ...

The pink Energizer Bunny first marched across American television screens in 1989 to advertise the Eveready Battery Company's Energizer batteries. Eight years later Eveready Battery (which even ...

The Cunard Line Limited boasted one of the cruise industry's most storied pasts, having carried the Royal Mail across the Atlantic for England before building one of the grandest and most respe ...

In the late 1990s technology analysts speculated that Apple Computer, Inc.'s fate hinged on its new personal computer the iMac. Apple's share of the worldwide desktop-computer market had ...

The decision of Apple Computer, Inc., to make its technology proprietary had constricted the computer manufacturer's product growth in the 1980s and allowed computer-hardware manufacturers such ...

By June 2002, after 18 months of new products that included the eMac, OS X operating system, G4 processor, iPod, and new flat-screen monitor, Apple Computer, Inc., still held only 5 percent of the U.S ...

Released by Apple Computer, Inc., in November 2001, the iPod rapidly grew in sales and by 2005 had become the world's top-selling MP3 player. With a 1,000-song capacity, the first iPod worked o ...

In the wake of the September 11, 2001, terrorist attacks on the United States, several advertising industry associations decided to join together to develop a public service advertising campaign to in ...

Traditionally, every summer the broadcast television networks launched marketing campaigns to spotlight their program offerings for the coming season. The campaigns were often uneventful and run-of-th ...

In the luxury vehicle category, a brand is only as strong as it prestigious sedan, and Infiniti lacked a viable competitor. It was imperative that Infiniti's new M sedan was a success, both for the co ...

Infiniti was the last brand that luxury car buyers would look to for All Wheel Drive, but it was essential to supporting winter sales of the G35 sports sedan. The AWD system from Mercedes, BMW and Aud ...

Nissan's Quest minivan was a laggard in a segment that was not very exciting to begin with. The new Quest, however, was totally unique and different. Instead of following conventions by marketing to f ...

This campaign either ran or is running in 36 countries. Details are documented for the top four markets – USA, Canada, Japan, Australia (countries in the European Union are not included). The campai ...

This multinational campaign had the dual objectives of developing iPod into a universal icon of digital music and increasing sales by 50% in advanced markets and by 25% in less mature markets. The ca ...

This paper describes the launch, in physical and advertising terms, of Cunard’s Queen Mary 2. It outlines the problems of entering an already saturated market, selling a product in advance of its exi ...

TBWA\Chiat\Day New York describes the background, strategy and success of their award winning campaign for Embassy Suites. In an environment of falling occupancy rates and cut-price deals Embassy Sui ...

The problems facing this launch campaign were identified as an unhealthy brand, low credibility and fierce competition. The objectives are described as building brand awareness, communicating a compe ...