Target groups: Women

 

A multi-national qualitative study was undertaken, with group discussions in six European countries and in Australia, to explore the changed and changing role of women. The paper explores the historic ...

The objective of this campaign was to launch and position Berlei One as the most comfortable bra in the world and use Berlei One as the flagship to contemporise the Berlei brand as whole. Following th ...

For over 70 years, Bonds has been an icon underwear brand in Australia. When consumers thought of Bonds, they invariably thought of Chesty Bond – the masculine symbol of the Bonds brand. Whilst Chesty ...

In April 2001 Procter & Gamble launched Total Effects, a sub-brand of Olay and its first premium ingredient, anti-age skincare product. It was third to market in a category which had undergone a signi ...

This case charts how Scotch-Brite (from 3M) leveraged itself from its traditional ground of the kitchen sink and into dominating the fastest growing category in household cleaning. It is written by a ...

This case relates how the “Give a Damn” campaign not only saved Golden Circle glass jam from the immediate threat of deletion, but secured massive sales and market share growth. Within two years, the ...

This study explains how the agency had to overcome the problems of low interest, low awareness and strong competition from other brands in the matress market. The campaign objectives were to achieve ...

This study describes a campaign that changed the perception of the product from being a comfortable, reclining chair to a stylish furniture line whose main target audience was higher earning 25 to 44 ...

The marketing challenge was to persuade 18 to 24 year olds to vote and the campaign objective was to bring these young people to the polls in Minneapolis. The agency recognised that the target market ...

Campaign (2001) by Pfizer to raise awareness and acceptance among men of erectile difficulties and to urge them to seek treatment. In accordance with the guidelines governing the marketing of prescrip ...

2001 campaign to revive Philadelphia Cream Cheese (which in earlier campaign had achieved leadership) under attack from competitor Lactantia Cream Cheese. Lactantia matched Philadelphia ad spending, ...

In 2001, Campbell’s Soup was in slow decline. It languished in the back of consumer’s cupboards and was losing out to frozen food and ready meals. Campbell’s couldn’t change the iconic packaging, the ...

2000 relaunch campaign for Lipton Sidekicks. Lipton was one of the first companies to launch a packaged meal accompaniment line with Noodles & Sauce in 1985. But by 1999, the brand faced real barriers ...

2000-1 campaign for Pine-Sol household cleaner. At start of 2000, Pine-Sol was number 2 brand in the liquid dilutable household cleaner market, but in slow decline since 1998, facing attack from P&G, ...

Revitalising and repositioning campaign (2001-2) for Five Alive, a fruit juice blend launched in Canada in the early 1980s. Market increasingly competitive, brand lacked identity. New TV campaign, sup ...

The 40 Hour Famine strategy was designed to encourage children to raise funds for the charity World Vision. The scheme had been in decline for several years and this campaign's objective was to arres ...

The campaign objectives was to maintain market share and gross margins while developing customer relationships. The primary communications objectives of achieving a higher awareness was more than met ...

The marketing challenge is described as taking this successful brand and make it great and maintaining its number one position over the next decade. The study claims a highly successful sales perfor ...

In spite of high awareness of Viagra sufferers from erection problemshave been reluctant to seek help. Added difficulties included lack of screening by doctors and the heavy regulation of advertising ...

The objective of the campaign for this charity was to raise awareness of the issue of domestic violence and to encourage generous giving to reduce the problem. The results show the campaign was succe ...

This paper describes an Ethnographic study involving the universe of women in different parts of Brazil and that portrayed the way in which cultural, historical, geographical and social aspects were d ...

Campaign for Procter & Gamble’s fem-care product Always. Objective: brand differentiation, communicating functionality and brand values. Media used: TV, women’s magazines, washroom posters, postcards, ...

Campaign for the Flowers and Plants Association, to persuade people (especially women) of the value of buying flowers more regularly than for limited special occasions. Low budget campaign in women’s ...

The case study describes the marketing challenge as being to overtake the US leader in the field – Cover Girl. The campaign objectives were defined as attracting more 18 to 24s, in what the industry ...

Familiar magazines can function as a guide for women online. The number of Dutch households connected to the internet doubled in the period from mid-1999 to mid-2000 to a total of 2.7 million, which i ...

The 'Trapped' campaign introduced a new way to treat the flu, prescription Tamiflu. The goals of this campaign were to build awareness of this new brand in this new 'flu treatment' category, and moti ...

The company's future hinged on BR's success and to turn the company around, BR needed to grow and expand its market beyond core users. BR seized the opportunity to segment its business and thus had t ...

Drugstore.com was battling world-class brands and VC-backed upstarts for leadership in the online drugstore category. Barely up and running, we held no real competitive advantages, were expected to b ...

Procter and Gamble launched Dryel in September 1999, as a radical at home alternative to dry cleaning. Therefore, quite a challenge lied ahead of the 'Habits' campaign. Based upon key consumer insig ...

This new campaign for Flovent attempted to challenge the way asthmatics thought about treating their disease. Instead of accepting daily symptoms such as coughing and wheezing as a way of life, we ed ...