Target groups: Women

 

The short paper details a campaign targeted at future mothers at antenatal classes, which distributed a kit with a children's book symbolising the security offered by the Modus. The book tied the obje ...

Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image. In the Baltics, market share was barely g ...

Magnum is an icon of indulgence for modern, sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, reg ...

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The “Sensuality of Nature” campaign was therefore developed to create brand preference and s ...

Lenor turned the fabric conditioner market around with the launch of 'Sleep Sensations', and changed fabric conditioner category rhetoric to usage experience rather than a solution to laundry problems ...

In a price-driven market and in the face of the recession, Deichmann, the largest low price shoe retailer in Europe, with almost 2,000 stores, exceeded all expectations, achieving the best sales and i ...

Beiersdorf exceeded their objectives with the launch of NIVEA Deodorant “Pure” in 2005, following an effective campaign that clearly communicated a category benefit in a new and NIVEA-relevant way. “P ...

Fairy's challenge for growth started from an already high base of +40% value share in mature and highly competitive markets, where private labels and discounters were consistently gaining ground. Cons ...

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competi ...

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European mar ...

Depth interviews with women in Singapore, China, India and Thailand find that women are more confident, educated, and independent than they were in the past. Women in China are less willing to seek in ...

One of the strongest and most challenging claims of the last decade is that 'Women are business opportunity No. 1'. Focussing on the automotive industry, this claim is explored through industry knowle ...

Just Juice has been around for 25 years, and yet continues to grow and demand a premium, and is the second most recalled beverage brand in New Zealand - second only to Coke. To cement its position, th ...

This paper describes how in 2005/6 Farmers repositioned itself as the fashionable, destination department store for contemporary Kiwi women. The new season television executions achieved prompted rec ...

This campaign moved Beiersdorf's NIVEA Lip Care brand from third place to number one in just six months. The impetus for the brand was based on new consumer insights, which could be translated into a ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

Gay rights has become a hot-button issue across the U.S. Against a backdrop of a contentious political climate that has separated America into red states and blue states, gay marriage has been a contr ...

2005 presented a grave challenge to Kodak. It needed to drive revenue and update its brand image - but without the benefit of new products to effect the transition. This is the story of how, by levera ...

Over the last 30 years Spanish society has taken a complete about-turn in all aspects of life. It has become a liberal, open and eclectic society, where it had been traditional, male chauvinist and re ...

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched. This paper provides insights into female ...

This case study describes an advertising campaign to promote and launch an innovative new floorcare appliance called Lift-Off to the UK retail trade and consumer markets. The agency was was tasked wit ...

A very neat case, with an intelligently applied small budget generating an immediate (short-term) response in increased mall traffic. By making a real event out of a promotion, family’s advertising br ...

McLelland’s powerful performance as one of the fastest-growing grocery brands in the UK has been very impressive. A blend of smart strategic thinking and commitment to creating an appealing ‘seriously ...

The choice of communication played a vital part in the success of the 'Blue Jeans' campaign for NIVEA Bath Care. It made the product believable in the eyes of consumers, who are often doubtful of the ...

This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad m ...

Dove re-launched its ´Firming´ range in 2004 using advertising that broke the category norm to increase its volume share by 80%. Other brands promoted a definition of beauty that is about flawless, un ...

Ariel faced the challenge of getting back into consumer's mindset and homes, following a continuous 10 year decline and weakening equity. Once market leader in the color segment, Ariel fell back to be ...

The challenge for the innovative Aquafresh Tooth and Tongue brush was to create a new oral care regime of tongue cleaning. Not only did consumers need education, they also needed to be persuaded that ...

As a brand that stands primarily for natural beauty, NIVEA faced a challenge to penetrate the artificial beauty oriented self-tan market whose leader, L'Oreal, had been successfully settled in this ma ...

Asian markets have experienced substantial growth enabled by ‘globalization’ and the rapid urbanization of Asian cities. In line with increased purchasing power as a result of opportunities for furth ...