Target groups: Men

 

In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own. ...

Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines. Delta's goal was to move up in the rankings to number o ...

Darden Restaurants, the largest casual-dining restaurant group in the world, operated three distinct restaurant concepts: the Olive Garden, Bahama Breeze, and Red Lobster. With about 700 locations, Re ...

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had ...

Although the Coca-Cola Company was well known for its carbonated-soft-drink brands, by the late 1980s a different type of beverage was attracting consumers and capturing a rapidly increasing market sh ...

Prior to celebrating their 60th anniversary, Carl's Jr, one of the US’s leading fast-food burger chains, felt the pains of an aging icon. This paper describes how, in response Carl’s recognized poten ...

Because of what appeared to be a revolving door in its executive suite, as well as a steady drop in customer traffic, which was blamed on inconsistent food quality and poor customer service, Burger Ki ...

By 2004 Burger King's position as the second-largest hamburger company in the world was waning. With a worsening brand image and an unshakable image for poor food quality, the chain was forced ...

In the late 1990s Colorado-based Boston Chicken Inc. was one of the leaders in the burgeoning restaurant category of home meal replacement, or HMR. The term home meal replacement applied to restaurant ...

The Boston Beer Company’s Samuel Adams brand was one of America’s first specialty beers but was suffering increased competition from mass market brewers who had introduced their own “craft brews.” In ...

After the United States mandated collapsible steering wheels in 1967, the British Mini Cooper retreated back to the United Kingdom and was not sold stateside for 35 years. Reintroduced in 2002 after b ...

In 2000 Bayerische Motoren Werke AG (BMW) posted total sales of $33 billion, a slight decrease from its 1999 earnings of $34 billion. Afraid of further backsliding, the Bavarian automaker decided to ...

In 1967 a safety mandate forced the antiquated, cheaply made British Mini Cooper to discontinue sales in the United States. In 1994, when Bayerische Motoren Werke AG (BMW) attained control of the Mi ...

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG. The Michigan-based automaker's advertising changed drastically in fall 2004 when Stephen Berkov to ...

A review of Social Theory and Philosophy for Information Systems by John Mingers and Leslie P. Willcocks (eds), Wiley, 2004

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 ...

The Department of Transport's 'Think!' campaign aimed to reduce road casualties, with the broader focus of reducing all accidents, not just those classed as 'serious'. To avoid over-complicating the i ...

In 2004, Lithuania's vodka market was dominated by five mainstream brands with around 60% of market share. The third ranked vodka producer, Vilniaus Degtine (and their owner, Belvedere) decided to int ...

This paper discusses the anti-drink-driving campaign for the Department of the Environment, Northern Ireland, from 1995-2006. The target throughout the campaign was all drivers who drink alcohol, and ...

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 ...

This brief paper discusses the Dockers promotion to launch “new cut” trousers, and illustrate the brand's return to its native California. By encouraging consumers to purchase a new pair, they would r ...

The Leon is the key brand ambassador for the self-confident and sporty brand SEAT. In the context of re-positioning the brand to Nueva SEAT, the launch of the new Leon was extremely important. Reflect ...

TomTom GO was launched in a market dominated by complex, expensive, built-in car navigation systems. TomTom GO managed to position itself not just as another technical product, but as an easy, smart a ...

To understand how brands might best use games for commercial communication, Mediaedge:cia conducted a global study. Damian Thompson, head of consumer insight, charts the growth of gaming and discusses ...

By 2004, Lynx in Australia had a strong and loyal following and enjoyed a strong premium in its category. By a number of commercial measures over the last 10 years, Lynx had been a runaway success. Ho ...

In 2004, in the Canadian market, beer brand Grolsch had reached crisis point. It was increasing its price, losing distribution, and losing market share to bigger brands with bigger budgets. Using the ...

Four years after its launch in Canada, MINI has one of the most distinct and potent brand images in the Canadian automotive market. It was a daunting task to live up to the legacy of the original Mini ...

In an industry where competition is as fierce as the margins are low, Alimentation Couche-Tard faced a daunting challenge in 2005: stop the migration of milk sales to grocery chains, and convince incr ...

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum, only to be revitalized by a fresh Canadian approach to its strategy and advertising. Th ...

This is the story of how Toyota Canada's smallest car ever became its greatest launch ever. The campaign was based on the realisation that the company couldn't sell Yaris as a sub-compact; it had to p ...