Target groups: Youth

 

This paper describes how Mars Inc launched Snickers Cruncher with a $40 million (approx £20 million in 2008) television and print campaign that was liked ‘a lot’ by 61% of 18-24 year olds. Within six ...

Though few consumers would connect complicated mathematical equations and the latest scientific advances in biology with Little Caesar Enterprises, Inc., both figured into an early 1997 advertising ca ...

By the late 1990s the pizza market had become saturated, and Little Caesar Enterprises, Inc., a value-oriented player that had grown dramatically during the 1980s, saw its sales and market share fla ...

Consumers know Little Caesar Enterprises, Inc. for its absurd, funny commercials created by Cliff Freeman & Partners, including the very popular and award-winning "Safety Video" ...

Little Caesars, an international pizza chain of more than 4,800 units, is well known in the advertising industry for its quirky "Pizza! Pizza!" television commercials. Created with Cli ...

Clothing manufacturer Levi Strauss & Company entered the wide-leg jeans market in the summer of 1996. To celebrate the launch of its Wide Leg line, the company initiated a campaign aimed at a t ...

Even though Levi Strauss & Company had been the cornerstone of the denim industry for over a century, declining sales plagued the company during the latter half of the 1990s. Jeans designed b ...

Levi Strauss & Co., whose founder invented blue jeans, became the jeans brand of choice for America's youth around the mid-twentieth century, but during the 1990s this began to change. ...

Between 2000 and 2002 the number of visitors to Las Vegas dipped from 35.8 million to 35 million. Analysts blamed the slump on the terrorist attacks of September 11, 2001, and the sprawl of Native-Ame ...

In 1998, sales of Rolling Rock beer, produced by the brewer, Labatt USA, were stagnating. Craft beers from microbreweries were also falling out of favour and Labatt believed it could take advantage of ...

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing ca ...

The Kellogg Company's humorous "Gotta Have My Pops" campaign, which had been airing on television since 1988, continued to increase brand awareness of Kellogg's Corn Pops r ...

In the late 1990s Jack, the clown spokesman for Jack in the Box restaurants, was at the center of a comeback for the fast-food chain. Jack in the Box had used a clown as its mascot until 1980. In that ...

The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost inte ...

In an effort to diversify its vehicle lineup, Isuzu Motors America, Inc., designed a new sports utility vehicle (SUV), the Axiom, for model year 2001. At that point Isuzu sold only trucks and SUVs tha ...

After experiencing record sales in 2000, beer brand Rolling Rock, then owned by Labatt, saw its position weaken in 2001 with a decline of 8% in volume. The company decided to run its first large scale ...

In 1978 Candie's shoes, especially a model called the Slide (a high-heeled slip-on), became a "must have" fashion accessory for America's teenage population. The shoe ...

Founded in 1972, Home Box Office (HBO) was the oldest and largest premium pay television channel in the United States. Unlike network television and most other cable channels, which raised revenue by ...

In the 1990s, Heineken beer had an outdated image in the US. It was seen as a beer for special occasions not for everyday drinking. It needed to connect with 21 to 35 year olds while maintaining its r ...

In 1999 Paxil, manufactured by SmithKline Beecham (now GlaxoSmithKline plc), was third among the pharmaceutical industry's best-selling SSRIs, a class of drugs then used primarily to treat de ...

Chevrolet was a division of the General Motors Corporation (GM), the largest car manufacturer in the United States. Long facing pressure from Japanese automakers such as Toyota, the company decided to ...

Further contributing to it’s two previous successful advertising campaigns, automobile insurer Geico, launched its “Mini-campaigns” advertisements in 2004. With a $200+ million budget, the advertiseme ...

Gap, Inc. was established in 1969 with the purpose of selling one product: Levi's jeans. In 1991 Gap cut its ties with the Levi's brand and limited its merchandise offerings to Gap� ...

On April 23, 1998, Gap Inc. launched a global advertising campaign for its chain of nearly 1,600 casual-clothing stores. This campaign, created by Gap's in-house agency, Gap Direct, focused o ...

With the rise of digital photography in the 1990s, Fuji Photo Film U.S.A. found itself in danger of being marginalized as nothing more than a film company despite offering a wide range of digital prod ...

Frito Lay, the world's largest maker of snack foods, launched an advertising campaign in 1997 to introduce new Doritos products, and to increase international sales of tortilla chips. The campaign cal ...

In 1997 the French Connection Group PLC embarked on a rebranding of its flagship French Connection line of clothing, which was sold in both department stores and stand-alone company stores throughout ...

The Fox Entertainment Group was a division of Rupert Murdoch's News Corporation, a global media and entertainment empire. News Corporation published newspapers (including the Times of London), ...

Australian beer brand, Fosters, wanted to create greater awareness in the US, which was dominated by big budget, domestic beer campaigns. Focusing on Australia’s reputation as a refreshingly untamed l ...

FootJoy, owned by Fortune Brands, Inc., sold more golf shoes during the 1990s than any other company by keeping their innovative shoes on the feet of the world's best golfers. Two events in 199 ...