Target groups: Youth

 

In late 1998 advertising agency Ogilvy & Mather was put in charge of the "National Youth Anti-Drug Media" campaign, charged with curbing drug use in teenagers. The original emphas ...

In 2002, Pepsi and Starbucks launched DoubleShot an espresso drink. It failed. Two years later, they decided to relaunch it with a new ad campaign. The objective was to increase brand awareness; to cr ...

Norelco Consumer Products Company introduced the Reflex Action Razor in 1996. The product launch, backed by an unusually large advertising budget and an aggressive marketing campaign, helped revitaliz ...

According to Forbes magazine, Internet and catalog shoe shopping was a $2 billion business in 1999. Clothing retailer Nordstrom, Inc., which had launched an Internet subsidiary—Nordstrom.com&#x ...

In 2000 Nordstrom was an aging retailer with an identity crisis. Its core customers—baby boomers—continued to rely on the chain's classic merchandise and top-of-the-line custome ...

Of all of the commercials Michael Jordan had done for Nike, Inc., he was most proud of the 1997 spot that took a glimpse at his humanness. The commercial, filmed in a nine-hour shoot at Soldier Field ...

Nike, Inc., the sports-shoe manufacturer whose use of celebrity athletes as endorsers had helped it become the dominant American brand in its category, began focusing an increasing amount of its mar ...

Nike, Inc. launched its first national advertising campaign portraying skateboarders in 1997. The three television ads that made up the effort used a pseudo-documentary style to depict the tribul ...

Going into the summer of 1997, Nike gave its advertising firm, Portland, Oregon-based Wieden & Kennedy, an "emergency assignment," according to Jimmy Smith, a copywriter for ...

Nike Inc., based in Beaverton, Oregon, and the world's leading manufacturer of athletic footwear, premiered its "Move" television spot in early 2002 during the Winter Olympics i ...

In 2002, before ever playing an NBA game, basketball prodigy LeBron James had secured a $90 million endorsement deal with the world's largest athletic company, Nike, Inc. The Zoom LeBron bask ...

Tiger Woods was one of the most acclaimed golfers in the world before he ever took a single swing as a professional. Nike, Inc., the footwear and apparel giant known for its industry-defining advert ...

In the late 1990s and early 2000s the National Football League (NFL) began to visualize itself as an entertainment megabrand along the lines of Viacom and Disney, with an imperative to compete not jus ...

Even with a $13.5 million operating budget and one of the largest contemporary art collections in the United States, the Museum of Contemporary Art, Los Angeles (MOCA), toiled to draw crowds in 2001. ...

In the 1990s and early 2000s MTV Networks Company's MTV was the leading trendsetter among American youth. Though initially it solely aired music videos, MTV had evolved into a network focused o ...

In 1995 Motorola, Inc., dominated the mobile-phone market with 54 percent of the global market share. Over the next few years, however, Motorola was accused of losing sight of its customers' ...

The campaign "Drunk Driving's a Serious Crime. Let's Treat It That Way" was originally created in 1997 for the Connecticut chapter of Mothers Against Drunk Driving (MADD). ...

The Discover card burst onto the scene in 1986 with something no other card offered—a year-end cash bonus equal to 1 percent of purchases. The cash-back feature, coupled with no annual fee, mad ...

In 2002, Morgan Stanley owned credit card company “Discover” returned to its: “It Pays to Discover” campaign. Discover aimed to close the gap on Visa, AMEX and MasterCard. Focusing on its “cash-rebate ...

Mired in a slump caused by sinking sales, a dwindling market share, an anonymous image, and an ill-defined marketing drive, Mitsubishi Motors North America, Inc., (then called Mitsubishi Motor Sales o ...

In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft. The company l ...

In the 1990s, beer brand, Miller Lite, owned by Miller Brewing, was losing market share and had been replaced as the best selling light beer in the US by Bud Light. To turn the situation round, Miller ...

Mike's Hard Lemonade Company, a Lakewood, Colorado-based subsidiary of Vancouver's the Mark Anthony Group Inc., in 1999 introduced Mike's Hard Lemonade, a sweet, malt-based alcoho ...

Xbox, a video-game unit of the Microsoft Corp., was introduced in 2001, and within two years it had established its brand as a high-end video-game manufacturer. After passing Nintendo Company, Ltd., i ...

Although its Tabasco brand hot pepper sauce had been around since 1868, E. McIlhenny and Sons Corp. had never before used national, high-profile television advertising to promote the product. Instead, ...

Before the 1980s the telecommunications giant American Telephone & Telegraph Corp. (AT&T) dominated the collect-call market by simply owning the majority of America's pay phones. ...

This paper describes how the $500 million (approx £250 million in 2008) ‘Smile’ campaign of 2000 failed to redress the sales slump and promote the store revamps. Although there were high expectations ...

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste. Revenues were shrinking and to reconnect ...

In reply to competition from Visa and American Express, MasterCard and McCann-Erickson advertising agency created the “Priceless” campaign in October 1997. Targeting the “baby-boom” and 20-30 generati ...

This paper describes how BBDO New York helped to convince discerning, health-conscious consumers that Snickers Marathon was a nutritiously credible energy bar with the great taste of a candy bar. Su ...