Children: Case studies

 

Bonfire season is the busiest time of year for Britain's emergency services, which have to deal with both serious injuries and fatalities caused by bonfires and firework misuse. Against this backdrop, ...

This article describes an award-winning, low-cost campaign for Fab. Before the campaign, Fab was a declining lollipop brand in a weak market. The proposition was to 'make Fab fun again', appealing bot ...

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

Upon its original launch in 1996, the Tickle Me Elmo became a surprise success through a combination of word-of-mouth, celebrity enthusiasm and unexpected shortages. A campaign to celebrate the tenth ...

The article describes how 3 'Mobile School VZW' (a Belgian non-profit organization which develops mobile school carts and trains local street educators) aimed to introduce primary school children to t

This 2006 campaign for The Home Office focused on child protection on the internet. The key objective of the campaign was to protect young people from the dangers of paedophiles by getting them to ado ...

Memory of Dr. Martin Luther King Jr., and the civil rights struggle in the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason fo ...

Charles Dawson discusses the 'Princess' marketing phenomenon from Disney Consumer Products. In six years this has grown to a $3 billion+ business - but will it last?

Milk has historically been plagued by declining consumption across much of Canada, with consumption rapidly declining after children reach the age of nine. Prairie sought to target teens and tweens wi ...

Parents and grandparents don't often buy PS2 games for their children and grandchildren, considering them to be anti-social and too violent. PS2 had an image of hardcore gaming, but now that gaming is ...

Since 1999, Henkel has been actively involved in social activities, and primarily with school communities. It wanted to create a new project for its washing machine detergent, Dixan, which engaged chi ...

In 1998 Time Warner Inc.'s Cartoon Network, second in children's programming to Viacom Inc.'s Nickelodeon Network, was a 24-hour basic-cable service offering nonstop animated ente ...

The valued-focused Old Navy apparel brand was an immediate hit when it was introduced in 1994 by San Francisco parent company and national clothing retailer Gap, Inc. Old Navy made a name for itself w ...

This paper describes how the $500 million (approx £250 million in 2008) ‘Smile’ campaign of 2000 failed to redress the sales slump and promote the store revamps. Although there were high expectations ...

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste. Revenues were shrinking and to reconnect ...

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 ...

American soup company Campbell’s condensed products, accounting for 70% of its operations and 35% of sales, had consistently lost revenue. But a change in strategy, tone and targeting by way of a $100 ...

Despite its overall sales success, Burger King in 1998 embarked on what senior vice president of marketing James Watkins called an "aggressive evolution" of its brand. With industry lead ...

Brigham’s, the New England based ice cream company, despite being well known in the local area, was struggling to compete due to limited operating budgets. With a previously traditional image, the com ...

Crayola was the most recognized brand name in children's art products, but as the twenty-first century dawned, the company that made Crayola—Binney & Smith of Easton, Pennsylvania ...

Following the introduction of many electronic games into the competitive Spanish market during 2005, this brief paper discusses the effort to re-launch Furby through a variety of mediums during the mo ...

Getting through to young smokers is difficult: most particularly, getting the right message in the right place to appeal to the relevant audience is very complicated. This campaign aimed to target kid ...

The 'sorted' website aimed to get New Zealanders thinking about and planning for their retirement, essentially by ignoring traditional notions of 'retirement planning’ and instead focusing on ‘financi ...

In early 2005, Netflix's dominance of the emergent mail-in DVD rental category was in danger. Blockbuster had decided to compete directly in the same space, putting Netflix at a real disadvantage in t ...

This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to st ...

Despite a declining chocolate biscuit market, Fox’s Rocky sought to reinvigorate its fortunes through its campaign in 2003. It considers the use of the figure ‘Rocky’, to target the opinion forming 8- ...

Innovative ‘media’ choice, including product placement in cinema foyers, supporting a well-constructed strategy of presenting My First Bed as a toy, resulted in a 50% market share. This was a solid ca ...

Despite different market conditions in Germany and Belgium, Lenor faced the same impediment to growth in both markets: the brand lacked emotional relevance for the target audience. The Poetry campaign ...

Westpac, one of New Zealand’s largest banks, decided to concentrate on marketing to the one million children under eighteen which research showed would encourage a long term relationship. This paper ...

In 2002, a war was brewing in Quebec’s pharmacy industry. Loblaws, Wal-Mart, and Zellers were beginning to penetrate the market, and all the industry players were preparing a counter-attack. With 227 ...