Target groups: Men

 

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campai ...

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a ...

The Diamond Trading Company faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous two years, the media budget was dramatically down, and men were distract ...

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the lat ...

Powerade - the leading sports water in New Zealand - was delivering strong year-on-year growth, but it was aiming to reach its full market potential. In-depth consumer research uncovered an issue that ...

Turning a 45-year-old juice brand - Fresh Up - into one that is accepted by highly fickle 18-24 year olds is a difficult challenge, and one that can backfire very quickly if communications appear to b ...

The Road Safety advertising campaign in New Zealand proved highly effective in raising public awareness and improving driver behaviour, saving some 300 lives since its inception in 1995. Yet, in 2003, ...

This case study looks at the 2005 launch campaign for the Hyundai A-League, the national football competition run by Football Federation Australia (FFA). The competition it replaced, The National Socc ...

This 2000-06 campaign for Bundy (Bundaberg Rum) focused on its trademark character, the Bundy Bear (the mate every Australian man wants to have), which through advertising became the personification o ...

This case study details a six-year campaign (2000-06) for XXXX Gold mid-strength beer in Queensland. During this period, the beer market was declining, and the brand faced competition especially from ...

In January 2002, Coors Light was the number one light beer, but its appeal was mostly limited to older drinkers and women, so its overall growth potential was limited. Coors needed to cross the divide ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

The German men's wet shaving market has been growing, and is currently led by Gillette. However, increased competition, own label and lower-priced alternatives were threatening the company's position. ...

Braun's CruZer is a shaver that also trims and styles, and is aimed at the youth market, in particular freesports enthusiasts, to whom creating an individual, unique look and standing out from the cro ...

Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...

This paper describes Wendy’s attempt at an image update in 2005 following the loss of their founder who had become synonymous with the brand. The ‘Do What Tastes Right’ campaign was designed to speak ...

Wrangler, Inc., a division of VF Corporation, launched a new line of clothing in 1993. The Rugged Wear line featured sturdy fabrics, camouflage patterns, and layers of warmth to appeal to those who ...

Toyota Motor Sales, U.S.A., Inc., the American subsidiary of Toyota Motor Corporation, was responsible for the marketing and sales of the company's products in the United States, including th ...

In September 1997 Toth Design and Advertising introduced a Tommy Hilfiger U.S.A., Inc. ad campaign for men's tartan-style polo shirts. The polos were usual enough, typical plaids in green, reds ...

Despite being the number one fast-food chain serving up Mexican-style items like tacos and burritos, Taco Bell Corp. in 2001 had an image in need of a boost and sales that were in a steady decline. A ...

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 ...

Southwest Airlines Company began as a carrier connecting the Texas cities of Dallas, Houston, and San Antonio and remained a regional airline for nearly two decades before taking its short-haul, small ...

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...

In 2002, the beer brand, Miller Lite owned by SAB Miller, was struggling. Its market share fell from 23% in 1995 to 19.4% in 2002 and it had fallen to the number three brand in a category it had pione ...

For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but ...

Well known for its pricey sports cars, German automaker Porsche AG and its American subsidiary, Porsche Cars North America Inc., began to change directions following a sales slump in the early 1990s. ...