Burger King, Dove among top case studies in 2009

31 December 2009

Burger King, Dove and Dos Equis were among the brands which featured in the most popular case studies downloaded by Warc's subscribers this year.

An analysis of a campaign by Dos Equis, the Mexican beer owned by Heineken, recorded the highest number of downloads in Europe and America over the course of 2009.

Communications deliberately ignored category conventions, which often "assume a fairly low degree of intelligence among their audience", in order to connect with drinkers in a new way.

By using a sophisticated leading character, dubbed "the most interesting man in the world", the resulting ads cut through the clutter, and helped deliver a double-digit uptick in sales.

Whopper Freakout, which landed Burger King the Grand Prix at the US Effies 2009, was the most widely-read case history in Asia Pacific, and was also in the top three in Europe and the US.

In an effort to promote its flagship product, which celebrated its 50th anniversary this year, the fast food giant "removed" it from the menu of one of its outlets in Las Vegas for a day.

Having filmed the angry reactions of its customers on hearing this news, it then included them in a multimedia effort including TV, online and print.

Dove's Campaign for Real Beauty, which first began in 2003, has also retained its popularity as a best practice example, and was of particular interest to readers in Europe.

The Axe Detailer, a "manly shower tool" developed to encourage young men to buy the body wash variant of the Unilever-owned brand, proved a hit in Asia, where it was the second-most accessed case study in the last 12 months.

A paper discussing Barack Obama's bid for the US presidency was, perhaps unsurprisingly, of particular appeal to Warc's users in the US, where it came in just outside the top three overall.

Top Case Study Downloads in the US

  1. Dos Equis / Heineken USA - The Most Interesting Man in the World
  2. Burger King - Whopper® Freakout
  3. Dove – Dove's Big Ideal: from real curves to growth curves
Top Case Study Downloads in Asia

  1. Burger King - Whopper® Freakout
  2. Axe Shower - Axe Detailer: The Manly Shower Tool
  3. Dos Equis / Heineken USA - The Most Interesting Man in the World
Top Case Study Downloads in Europe

  1. Dos Equis / Heineken US

    Data sourced from Warc