Target groups: Women

 

The objectives of this campaign were to double the size of Max Factors franchise in the launch year, to sustain a lipstick property that can be sustained long term and use the Lipfinity initiative to ...

Generation X was characterised by its 'whatever' attitude to life. But now the erstwhile X-ers have grown into responsible home-owning tax-paying adults, what set of values are they imposing on their ...

The Arabian Gulf region is unique in its near isolation from even rudimentary marketing efforts until the early 1970s. Over the last three decades, particularly the last ten years, the region has seen ...

NFO WorldGroup Middle East & Africa has developed alternative methodologies and approaches to help mine consumer minds and tap into the Gulf Arab society that is seemingly inaccessible to marketers 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 ...

Campaign for Oxfam shops, facing competition from increase in `retro-fashion' clothes buying. Research found that the wider retro fashion had a weakness: all the clothes were the same. Oxfam should st ...

Campaign for Harvey Nichols, in fashion magazines, based on distinctive idea that the store is `heaven for fashion addicts'. The `dark side' of fashion is that it is an addiction, but one that pervers ...

Campaign for Velvet toilet tissue. Describes problem faced by the brand in differentiating from major competitors (Andrex, Charmin) and retaining price premium for a low involvement product. Solution: ...

In 2001, Canada's leading wine marketing company, Vincor Inc., introduced a wine targeting the younger wine consumer. Sola Nero was in the Popular segment (technically <$7.00), and 'younger' in this c ...

Labatt launched Boomerang in Quebec in 1998 and created a new segment. A year later, Molson jumped in with Tornade, followed by Smirnoff, Bacardi and Mike's Hard Lemonade. Boomerang is a malt-based dr ...

This paper describes the 2002/3 advertising launch of Yoplait yoghurt in Canada. The growing diet segment was identified as having potential but was monopolised by Silhouette with 94% Quebec share. ...

In Canada, awareness of Nestle’s Aero chocolate brand fell from 18% to 15% between 1999 and 2001. Its one point of difference was the bubbles it contained. Research indicated that most consumers let A ...

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route. The market in ‘99 was a different proposition however. J ...

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 ...

Despite holding a 95% market share in this mature market, the GIB Living Solutions® strategy has increased sales by $35 million in the 12 month period to 31 March 2003. In the same period, gross margi ...

Carters was a brand in crisis. Well, hardly a brand really. Years in the advertising wilderness had left it with little awareness and even less positivity amongst consumers, and even its core trade au ...

VELUX is a successful global business in the building market and one of Denmark’s leading companies. In order to ensure consistent quality in their advertising across a number of European markets, VEL ...

In August 2001, The Union ran three TV commercials for Limelite Limescale Remover in Southern England. The commercials were short, 10 and 20 seconds, and got straight to the point that if you have a p ...

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 ...

Rimmel has established itself through the 1960s and 70s as the nation’s favourite make-up. It was the first brand women bought and had been successfully positioned as ‘beauty on a budget’. Its success ...

2000-1 small budget campaign for the Flowers and Plants Association. Shows the importance of tracking to detect if a message is not working as intended. Market analysis showed opportunity to increase ...

This paper, which won a silver award, examines advertising’s role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray’s fortunes. With ...

Campaign 1998-2002 to transform and update image of Debenhams. Solution identified brand strengths and `re-engineered' them to fit new trends. New positioning: build on the accessibility of Debenhams ...

Mr Muscle dominates the oven-cleaning market. Part of the SC Johnson portfolio, it is supported by spend of £3m for the Mr Muscle range: 98% awareness and 43% household penetration is the result. Howe ...

Three-year campaign (TV and Internet) to improve police recruitment from 2000. This is the first national campaign for the police, with aim of helping to recruit 9,000 officers. The campaign adopted a ...

The paper throws light onto the attitudes held by women, across ages and cultures, in the reality of the 'new' South Africa. It is based on a four month syndicated qualitative study undertaken in the ...

This best practice article describes the dominance of women in consumer purchases and lists several reasons why women should be treated in a special way. It reviews the way women's role has changed a ...

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep ...

This paper summarizes the preliminary results of a recent study conducted with the objective of supplying new themes for our debate on the female gender, providing deeper information on the thought pr ...

Explores the changing role of men in advertising. Notes that undoubted changes over the last 30 years, moving men from near-heroes to (often) wimpishness and vunlerability, has paralleled a changing s ...