Target groups: Women

 

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

Fairy had enjoyed a dominant position in the Iberian market, but was finding itself increasingly under threat from cheaper alternatives, and particularly private label brands. The challenge was to att ...

Pantene's 'Set Your Colour Alight' campaign sought to overcome several obstacles standing in the way of Pantene making its mark in the coloured hair sector. Among these was the fact that coloured hair ...

The household cleaning brand Monsieur Propre (know as Don Limpio in Spain) sought to boost its position in its core French and Spanish markets by challenging the advertising conventions of its categor ...

In the two years prior to the launch of Masterpiece Mascara in November 2005, Max Factor was in a serious decline. There was a lot riding on Masterpiece - which employed an innovative and patented 'ru ...

Nike was seeking to become the number one player in the women's sportswear category. To do this, it needed to inspire all women to feel like athletes - and it decided to use dance as the vehicle to co ...

Research can measure the effectiveness of women's empowerment initiatives in the Muslim world economies. It has a role to play in quantifying international program assumptions about Muslim women's des ...

This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. Brands need to constantly innovate to keep in step wit ...

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 ...

Tyson Foods’ mission is to proudly power the world with their chicken, beef, and pork products. Tyson’s “Powered By” campaign leverages cultural cues, humor, and love of family, to demonstrate that Ty ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

As the housing market went from a boom to a transition market, Century 21 needed a campaign to break through the clutter, increase brand awareness measures over Re/Max, and boost the amount of traffic ...

Having lost over 50% of its franchise from 2002–05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1 billion. Tasked with proving the brand’s vitality to dieters, retailers and Unile ...

Despite acceptance of the importance of milk in youth, generally milk consumption among adults is generally half that of children. The main reason was the perceived image of milk as being fattening. T ...

Understanding the underlying needs of Asian women in using new products and services will provide a compass for the innovation journeys of companies. Exploring the innovations described by women in t ...

Changes in social norms have meant that women are increasingly affluent; responsible for almost 80% of all marketplace purchases. Nonetheless, the majority of women feel under-represented and negative ...

This article discusses how to innovate for the Chinese market so as to appeal to Chinese women aged 15-45. Simple improvements which help to make life better and simplify the work-family balance are w ...

Research has shown that as many as two-thirds of Canadians have concerns with their digestion, with women aged 30 and over one of the key segments of the population suffering with these problems. Dano ...

As the result of the end of an agreement with Kimberly-Clark, ScotTowels had to surrender its name, and thus also place its market-leading position in Quebec under threat. The brand was also coming un ...

Following the end of an agreement with Kimberly-Clark, the ScotTowels brand had to change its name to SpongeTowels. As well as a change in name, SpongeTowels also had to find a position that would imp ...

Cottonelle was the national market leader in its category, despite the fact it was only sold in Ontario. Following the end of an agreement with Kimberly-Clark, the brand's owner, Kruger Products, had ...

Reversa, a product designed to reverse the effects of skin's photo-aging, had mainly been promoted to cosmeticians and dermatologists. The brand was dwarfed by its competitors, though the women who kn ...

In 2004, Dove was facing a number of challenges in the hair care, deodorant and personal wash categories. In response, it launched the Campaign for Real Beauty, with Canada a key part of the global te ...

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

In the espresso coffee market in Italy, Pellin Caffè competes in the 'premium price' and 'premium quality' product sectors against highly renowned brands with higher market shares and communication ex ...

John & Johnson's Greek tampon brand o.b. wanted to speak to its audience in a modern and creative way, and thus establish an emotional affinity with its 17-24 year old target audience. To do so, it so ...

Cappy, an Austrian soft drink owned by Coca-Cola, is mostly aimed at women. The summer months are very important for the brand, but during 2006 this coincided with the World Cup, meaning that communic ...

The launch of Nivea DNAge was to be the biggest of any anti-aging product in Austria in 2006. The challenge for DNAage was to differentiate itself from other skin care products based on its proven dir ...

The Jeep brand has long been associated with masculine and adventurous values. In 2006, however, it decided to enter the urban SUV market with its new model, the Jeep Compass. In-keeping with this nov ...

In 2003, Lee Jeans, a division of VF Corporation, was a 114-year-old company whose brand of women's jeans, Lady Lee Riders, had been a staple of closets for more than 50 years. But Lee was lo ...