Target groups: Men

 

Miller Lite had seen its market share decline steeply over a decade. But a growing awareness of low carb diets presented the brand with a new opportunity. It launched an aggressive campaign highlighti ...

Dr. Angus's upbeat philosophy of indulgence is refreshing to burger lovers long barraged by diet hype. It's these folks Burger King needed to win back to end a dramatic loss in consumer share. A slide ...

The 2004 SNICKERS MARATHON 'Energy You Crave' campaign successfully introduced a new great tasting energy bar under the SNICKERS brand name. This effort capitalized on the trend towards healthier snac ...

The Johnnie Walker 'Keep Walking' campaign was created to catapult the Johnnie Walker brand out of the clichés of scotch category with its corresponding volume decline, and into the broader realm of c ...

Microsoft, with zero console gaming heritage or credibility, had no right to succeed in a category dominated by the all - powerful brands of Sony Playstation and Nintendo. Despite being late to market ...

Quantitative research ranked Hardee’s the most avoided fast food restaurant, perceived to be dull, boring and depressing. In contrast to 15% growth in the fast food industry, Hardee’s sales were down ...

In 1993, Jack in the Box was on the verge of bankruptcy after being linked to the largest and deadliest E. coli outbreak ever. After implementing the most comprehensive food handling system in the cou ...

Light beer has grown in popularity since the ‘70s and now accounts for 47% of domestic volume. Guinness with its dark appearance and strong taste has always been perceived as a ‘heavy’ beer but this ...

For this campaign, the agency was looking for a powerful media-worthy story where online dating could be brought to life. The goals were to generate awareness, brand perception and trial. Results were ...

In 1999 and 2000 the LEGO Company was enjoying success with its two new product lines Slizer and RoboRiders. They were part of a whole new category of toys – action figures that were easy to construct ...

This paper explains how Scotland's revolutionary Children's Hearings system, which works with young offenders, has used advertising to inspire and motivate local people in local communities. The paper ...

This unconventional campaign, which won the prize for Best Media, describes how Lynx created a ‘music and dance’ phenomenon to launch Lynx Pulse. Rather than behave as an fmcg brand, Lynx and its agen ...

Using qualitative group discussions with men of different ages, Joel Conway, RDSi, argues that the shift in traditional gender roles and media emphasis on youth have important implications for today’s ...

In May 2003, Opel launched its flagship, the new Signum, which was to set new standards in the mid range segment with its exceptional new vehicle concept. However, being a new concept, the car lacked ...

The launch of the new Mazda6 in the all-important “family” segment was much more than just the launch of the new car. The Mazda6 “Soul of a Sports Car” campaign was used to “place a stake in the groun ...

The Latin Quarter Campaign has created dramatic sales growth across markets for Bacardi Carta Blanca rum by repositioning the brand away from its old fashioned 'beach holiday image', reinventing it as ...

By celebrating Canadian Club's difference from its competitors, advertising enabled this spirit to enjoy unprecedented success in the Australian dark spirits market. Canadian Club's advertising was so ...

Hahn Premium Light (HPL) was launched in 1998 and took only 22 months to achieve segment leadership. By 2003, however, three new light beer brands (Cascade Premium Light, Sterling and Boags Premium Li ...

By creating a new model for Tooheys Extra Dry's advertising and a new strategy based on solving key dissatisfactions with beer, planning was able to provide a springboard for an idea unlike any other ...

The sustained success of the PROPECIA Rally of New Zealand sponsorship has resulted in PROPECIA dominating the hair loss market in New Zealand. This is despite a number of challenges PROPECIA faces - ...

A new positioning for MINI focusing on two key brand drivers –‘motoring excitement’ and ‘individuality’ resulted in Colenso BBDO introducing the “Let’s Motor” line after it was appointed in July 2003. ...

By 2003, 63% of New Zealand’s population had at least one credit card. Visa’s market domination, with 69% penetration, was under threat as MasterCard and Amex invested heavily and eroded Visa’s share ...

An important contributor to the financial success of any sports franchise is ‘bums on seats’. For Auckland Rugby this is made up of Members (who hold annual season tickets) and supporters who buy thei ...

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market. Without the campaign Tui is just another 4% m ...

Launching a new SUV (Sports Utility Vehicle) is difficult enough, even more so when you are the eighth European entrant to the category, the fourteenth brand overall, and up against entrenched competi ...

The Confiscated Car Club was an innovative campaign created by FCB New Zealand that targeted young male offenders. This is the most significant single group of fines defaulters, owing in the region of ...

This study explains that due to the events on September 11th the majority of advertising for the autumn of 2001 had to be withdrawn due to its content (it featured the brand’s icon character surviving ...

In 1999 a study asked men around Europe what they thought of their lives: their jobs, their partners, their kids, their friends, women, sex, advertising? How did this differ by age from 21-65 years? H ...

This paper demonstrates how sound strategic insight and fascinating use of semiotics led to an advertising campaign which successfully reduced the response rate from the previous campaign. Yes, you di ...

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share. Lack of brand sup ...