Target groups: Men

 

A great testament to the power of great print, this paper sets out to prove the contribution of advertising to the resurgence of Fisherman’s Friend, one of the country’s most enduring brands. The ambi ...

Continual death and tragedy on Northern Ireland’s roads has prompted journalists to ask – do shocking TV ads work? Individual road safety TV campaigns for the Department of the Environment NI have won ...

In 2002, Freshbake Foods launched a range of microwaveable pies called Microbake. They were aimed at men, students, people who lived alone and mums who wanted something tasty and convenient for their ...

This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations. One study found that message order and gender inf ...

The objective of this campaign was to challenge drivers to go further in order to fill up at a Shell station. The target market is described as young male, fast drivers. The study claims that Shell wa ...

The objectives of this campaign are described as recapturing European leadership in automotive mid-class centre and establish Opel Vectra as a totally new car compared with its predecessor. The target ...

The objectives of this campaign were to increase awareness, develop the profile and increase turnover for this consumer electronics product being marketed marketed in Germany and Austria. The creative ...

Nokia Game is an annual event whose primary goal is to connect people to the brand and to each other.. The main commercial objectives are described as improving brand image and loyalty whilst improvin ...

This case study outlines how a campaign was developed to give Gameboy Advance a less 'kiddie' image and develop a social cachet among late teenagers. The creative strategy is described as conveying an ...

An unbiased comprehensive oversight synthesis of three decades of gender-related advertising research is undertaken. Seventy-six articles found in premiere marketing, psychology, sociology, and commun ...

This best practice article is devoted to advertising to men. As benchmarks, comparisons are made with advertising to women. The following differences are highlighted:- there is little published data o ...

Campaign for Yorkie chocolate bar, long positioned on a `masculine' theme. New idea was to mock the `enemy' (girls as no-one would wish them to be). Strategy line: `Yorkie: it's not for girls'. The ca ...

Describes multimedia (or media neutral) planning for a launch campaign for a new fragrance, Lynx Pulse. Developed around a `dance' theme: create an ad about spontaneous dance, set it to music, launch ...

SICO Inc. is the largest paint manufacturer in Canada. Their paint portfolio in Quebec has been made up of Sico (the flagship), Château, and Crown Diamond. The arrival of big box stores provoked a fer ...

Toronto.com launched in Fall 1997 to provide information on Toronto-what to do, where to go, where to eat, and where to shop. In Fall 2000, it was facing a turning point. Web sites in general were dyi ...

Brands like Molson Canadian are always looking for ways to connect with young male beer drinkers 19-24.With that in mind, Molson launched Bubba in April 2002 – a 5 Litre Mini-Keg. Advertising had to r ...

The case starts in 2001, and the OLGC’s sports lottery franchise has hit $165.9 MM, its lowest yearly total since Pro•Line’s launch in 1992. Advertising has to turn this around—by delivering an immedi ...

Some products are so revolutionary that they shoot to fame without advertising. Viagra falls into that category. So why advertise at all? The answer is simple—awareness alone is not enough. Sales took ...

Irving Mainway, which runs convenience stores at petrol stations in Canada, faced a big challenge. It had to convince consumers who buy coffee at specialist coffee shops, that they could get a better ...

The LTSA road safety campaign was introduced in 1995 to proactively deal with the issues of drink driving, excessive speeding and not wearing safety belts. It aimed to change people’s behaviour by act ...

Launching and consequently marketing Xbox in New Zealand was always going to be a challenge. PlayStation and PlayStation 2 dominated the market and Microsoft did not share in the consumer heritage of ...

In the late 1990s Cadbury didn’t have a chocolate and peanut product in New Zealand. However, it recognised that there was potential in the market as the leading product, Whittaker’s Peanut Slab, was ...

In a consistently 'premiumising' lager market, it was vital for Bass (now Coors) to offer consumers and the trade a successful premium lager brand. However, by the late 1990s their lead premium lager, ...

Consumption of blended Scotch whisky in the UK is in long-term decline, with distribution dominated by multiple grocers who view Scotch as a key weapon in their price wars. Over-production in the past ...

The attendance at this basketball team's matches had diminished over a four year period. The campaign objectives were to increase season ticket renewal, increase attendance and double the number of ...

This company had to confront a major PR problem after people had died or were seriously ill after eating at Jack in a Box restaurants. The brand was in crisis and the campaign strategy was to save it ...

This study explains that, in blind tests, few beer drinkers can distinguish one brand from another. Brand strength rests on successful advertising. The need was to reach young males - the heaviest b ...

This TV dinner product had suffered from quality decline, lack of marketing and increased competition. The campaign objectives were to reverse the fall in sales and achieve a 10% growth over the prev ...

In January 2001 Gala Group Limited acquired the estate of Ladbroke casinos. Gala's aim was to open up and reinvigorate the casino industry. Whom should they target and what did they need to think and ...

This silver-winning case describes how an integrated multi channel communications campaign was used to launch the face-lifted Passat in 2001, leading to a 21% increase in volume share and a 30% increa ...