Target groups: Youth

 

Between 1994 and 1996 Fila USA climbed from seventh place in the athletic-footwear category to an impressive third place. Although the company made shoes and attire for a variety of sports, basketball ...

In October 1998 Euromarket Design, Inc. launched an advertising campaign for Crate & Barrel, its chain of housewares and furniture stores. With an estimated budget of $3.5 million, Chicago-base ...

ESPN began in the late 1970s as the first 24-hour cable channel devoted exclusively to sports news and the airing of such minor sports as Australian Rules football and tractor pulls. By the 1990s, how ...

Beginning with its 1979 cable-television launch, ESPN, Inc. (then officially known as Entertainment and Sports Programming Network), strove to build a brand that was synonymous with sports. After pr ...

ESPN was launched in 1979 in Bristol, Connecticut, as the first cable television channel devoted exclusively to sports, although it had limited access to sports programming. One way to fill airti ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

In the mid-1990s the Eastman Kodak Company was not just the leading manufacturer of photographic film, paper, and chemicals; it was listed as one of the top companies in America. In both 1996 and 19 ...

One of the most successful brands in the history of the United States, Eastman Kodak Company, whose founder had invented popular photography in the 1880s, was slipping as it entered the twenty-first ...

After an upturn in its fortunes in the highly competitive soft-drink industry, in 1997 Dr Pepper/Seven Up Inc., a subsidiary of Cadbury Schweppes, reigned as the leading noncola soft-drink business in ...

In May 1997 Airwair Ltd. assigned the creative portion of its Dr. Martens advertising account to the Dallas-based agency Pyro. Dr. Martens was a brand of work boots and shoes known for their industria ...

In 2001 Dial, the Dial Corporation's mainstay brand in the soap market for more than 50 years, was the only brand with an all-antibacterial line of products. The challenge in promoting it was t ...

In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own. ...

In June 2004 Plantation, Florida-based DHL Holdings (USA), Inc., a subsidiary of DHL, which was headquartered in Belgium and was itself a subsidiary of the privately owned German postal service Deutsc ...

In 2002 Dell Inc. experienced its first-ever yearly decline in net revenue. In 2001 sales hit $31.9 billion, but the next year they fell to $31.2 billion. The drop in sales coincided with an overall d ...

Although the Coca-Cola Company was well known for its carbonated-soft-drink brands, by the late 1980s a different type of beverage was attracting consumers and capturing a rapidly increasing market sh ...

The marketing of diet products has been fraught with unique challenges because of their focus on physical appearance. Issues such as cultural ideals of beauty, physical health, gender roles, sexuali ...

Despite being the top soft-drink company in the world, the Coca-Cola Company showed signs of struggle in the 1990s, when consumers worldwide started demonstrating a strong preference for healthier b ...

In late 2003 the Coca-Cola Company's lemon-lime soft-drink brand, Sprite, reigned as America's fifth-best-selling soft drink and the highest-grossing lemon-lime soda in America. Even t ...

First marketed in 1961 by the Coca-Cola Company, the lemon-lime soft drink Sprite was in the late 1990s one of the fastest growing carbonated soft drinks in the United States and around the world. A ...

Clairol, Inc.'s Herbal Essence was a top-ranked shampoo in the 1970s. Although it retained a following in California, by the 1990s it had dropped in popularity elsewhere. In 1994 Clairol introd ...

Until 2001 Carter Products Division, a division of Carter-Wallace, Inc., owned the world's largest condom brand, Trojan. Although the condom industry had enjoyed an increase in profits in the l ...

Beginning in the mid-1980s Carnival Cruise Lines emerged as a leader in the global market, and within a decade the Miami-based carrier had become the world's leading cruise operator. With a tot ...

Prior to celebrating their 60th anniversary, Carl's Jr, one of the US’s leading fast-food burger chains, felt the pains of an aging icon. This paper describes how, in response Carl’s recognized poten ...

American soup company Campbell’s condensed products, accounting for 70% of its operations and 35% of sales, had consistently lost revenue. But a change in strategy, tone and targeting by way of a $100 ...

Calvin Klein Cosmetics Company, a subsidiary of Coty, marketed fragrances under the name of Calvin Klein and cK. In August 1996 Paulanne Mancuso, CEO and president of Calvin Klein Cosmetics, announced ...

For decades tobacco manufacturers had glamorized smoking through widespread marketing campaigns and promotions, but as the negative health effects of such behavior grew increasingly clear toward the e ...

In 1988 California voters passed Proposition 99, a measure that imposed a tax hike on cigarettes and earmarked the revenues thereby generated for antismoking efforts, including statewide media campaig ...

In the 1990s Cadbury Schweppes Americas Beverages' subsidiary Snapple Beverage Corporation, long known for its quirky advertising, underwent a series of ownership changes that led to the brand ...

This paper describes how Trident developed a controversial advertising campaign based on the thirty year old claim that four out of five dentists recommend it. In a sugarless gum market worth $578.5 ...

Because of what appeared to be a revolving door in its executive suite, as well as a steady drop in customer traffic, which was blamed on inconsistent food quality and poor customer service, Burger Ki ...