Target groups: Youth

 

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 ...

Wine and spirit manufacturer Berentzen holds an annual winter seasonal promotion that features a branded hand cart distributing drinks around Germany. In an effort to improve perceptions of the brand, ...

Braun's CruZer is a shaver that also trims and styles, and is aimed at the youth market, in particular freesports enthusiasts, to whom creating an individual, unique look and standing out from the cro ...

The new newspaper nrc.next was facing the challenge of persuading the 'free-of-charge-generation' to read a newspaper they have paid for. Following the product's launch in early 2006, it aimed to attr ...

The Italian chocolate market is small but complex, due both to its seasonality and the strength of its competition. The challenge for Masterfoods was to create a presence with a promotional activity t ...

In 1998, the Metropolitan Police initiated the Trident initiative in an effort to tackle rising gun crime in London's black community. The campaign aimed to demonstrate the dangers of carrying a gun t ...

Altoids, a “curiously strong” British brand of breath mints developed a cult following among sophisticated American consumers in the mid 1990s. An outdoor and print campaign created by Leo Burnett bui ...

This paper describes how the award winning "No Matter What" campaign successfully launched Orbit in the US, such that in 2004, the gross U.S. sales of all Orbit products exceeded $90 million (approx £ ...

At 31 % market share, Juicy Fruit remained the number one brand in the early 2000s but was losing ground to competitors. To reconnect with its key consumers, kids aged 12 to 17, in 2002 Wrigley launc ...

This paper describes Wendy’s attempt at an image update in 2005 following the loss of their founder who had become synonymous with the brand. The ‘Do What Tastes Right’ campaign was designed to speak ...

Volkswagen of America, Inc. (VWoA), the U.S. extension of Europe's largest automaker, Volkswagen AG, released its fourth-generation Jetta sedan in 1999. The Jetta's exterior resonated so ...

Beginning April 10, 1996, The Village Voice—a liberal New York newspaper expressing the concerns of intellectual and political freedom—was distributed free throughout Manhattan in an att ...

The Lee Apparel Company, a division of VF Corporation, piloted an image-altering advertising campaign that began in the autumn of 1995 and continued through 1997. Lee hoped to update its brand image i ...

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 ...

In 2001 Absolut vodka unveiled "Absolut Director," an online application that allowed visitors to make short films. This was targeted at 21- to 40-year-old drinkers. Industry analysts are split over w ...

The United States Tennis Association (USTA) was the official governing body of American tennis and the owner of the US Open, the only Grand Slam tournament held in the United States. But the USTA memb ...

United Distillers and Vintners of North America initiated an advertising campaign for Stolichnaya vodka, using contemporary Russian art to halt a sales decline. The article also discusses Stolichnaya ...

In July 1998 Chesebrough-Pond's, a division of Unilever United States, introduced a new item—Soothing Cucumber Eye Treatments—to its Pond's line of facial care products. ...

On June 5, 1997, Wendy Kaufman, known to millions of consumers as "the Snapple Lady," was welcomed back as a brand spokesperson after an almost two-year hiatus. The move completed a circ ...

Toyota Motor Sales, U.S.A., Inc., was the subsidiary of Toyota Motor Corp. charged with selling, marketing, and distributing the Toyota, Lexus, and Scion brands in the United States. The Toyota Coroll ...

Toyota Motor Sales, U.S.A., Inc., the American subsidiary of Toyota Motor Corporation, was responsible for the marketing and sales of the company's products in the United States, including th ...

In September 1997 Toth Design and Advertising introduced a Tommy Hilfiger U.S.A., Inc. ad campaign for men's tartan-style polo shirts. The polos were usual enough, typical plaids in green, reds ...

As the telecommunication industry spent $5.8 billion on consumer advertising in 2003, top competitors formulated brand identities that would gain them footholds in the industry. The Sprint PCS Group c ...

In 2001 approximately 120,000 young European vacationers, mostly British, booked their vacations through Thomas Cook Tour Operations Ltd's Club 18-30, the United Kingdom's largest bookin ...

Despite being the number one fast-food chain serving up Mexican-style items like tacos and burritos, Taco Bell Corp. in 2001 had an image in need of a boost and sales that were in a steady decline. A ...

In 1997 Taco Bell Corp, the sixth-largest fast-food chain in the US and the only Mexican-style fast-food restaurant operating nationwide had experienced two years of declining revenues. This paper des ...

It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...

During 2002 competition between wireless-telecommunication providers grew so fierce that the top four were spending $1.5 billion on media outlays, a leap above the $435 million spent in 1999. With mor ...

The telecommunications industry underwent such fierce competition during 2003 that many analysts were comparing its advertising climate to the "cola wars" of the previous decade. The fif ...

With 30 theme parks in North America and 8 in Europe in 2004, Six Flags, Inc., was the world's second-largest operator of theme parks, surpassed only by Walt Disney Parks and Resorts. But the c ...