Summary
This case study describes how Ice No Mi, an ice cream brand, sought to reverse its declining revenues in Japan by shifting its communications away from just mainstream advertising to become a 'happening', or social phenomenon. It did so by creating a fictitious fourth member of a famous Japanese girl band, sparking national debate in traditional and digital media about whether she really existed, and then revealing the hoax and inviting consumers to create their own fourth member of the band online. The campaign generated widespread earned media and reversed the brand's decline in sales.

Summary
This case study describes the UK launch campaign of Lurpak Lightest Spreadable, a low-fat spread containing butter, which sought to steal share from competitors and minimise cannibalisation from other offerings in the Lurpak range. The target went beyond Lurpak's traditional "foodie" base, to attract "Health Seekers", predominantly women in their 30s and 40s. The campaign broke from category norms (like health benefits and dieting messages) by celebrating delicious, healthy food through the depiction of colour, texture and taste, using the rainbow spectrum. Media planning focused around diet-conscious seasons, such as January and summer holidays, and was led by out-of-home, a 60-second TV commercial (TVC) and print. The campaign grew the brand's share to over 20%, with the TVC delivering Lurpak's highest-ever ROI.

Summary
This US shopper marketing campaign, funded by the Milk Processors Education Program (MilkPEP), increased sales of milk among adult women by encouraging them to buy milk for making latte coffees at home. 'Latte Love' used whimsical language and stand-out colours to engage female shoppers in an otherwise staid category, and offered them tips and tools to turn milk and coffee into lattes. Pre-store activity included a celebrity endorsement, events and Facebook ads, while in-store activity featured shelf signage in the dairy and coffee aisles of over 13,000 grocery stores. This offered a three-step recipe, a QR-code for a how-to video, and a mobile call-to-action. Post-shop activity encompassed digital, PR, magazine advertising and social media to drive consumers to a Facebook app for more recipes and hourly sweepstakes. The campaign exceeded sales targets in participating stores by 47%.

Summary
This Company Profile from Euromonitor is the second part of three, providing key details and analysis of Nestlé SA in the baby food and dairy sector. Included is a strategic evaluation with key facts about the Swiss company, competitive positioning against comparative brands, and assessment of its position in the food market. Brand opportunities and strategy are identified and recommendations for the future offered.

Summary
This Company Profile from Euromonitor is the third part of three, providing key details and analysis of Nestlé SA in the confectionery, ice cream and condiments sector. Included is a strategic evaluation with key facts about the Swiss company, competitive positioning against comparative brands, and assessment of its position in the food market. Brand opportunities and strategy are identified and recommendations for the future offered.

Summary
This Company Profile from Euromonitor provides key details and analysis of Danone. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the packaged food market. Brand opportunities and strategy are identified and recommendations for the future offered.

Summary
PAM, a cooking spray brand with a long heritage, defended its price premium over rivals with this campaign. Ads highlighted the spray's functional superiority, thanks to its new formula, in order to justify its extra costs. The target was occasional PAM users who bought PAM when it was on sale, but bought a cheaper product when it was not. The marketing campaign was in both the English and Spanish languages, in order to reach the Hispanic community in the US Media used ranged from TV to digital to in-store activations. The creative was based around product demonstration offering proof of its superior performance. Following the campaign, the brand has shifted consumer perceptions about efficacy and, in turn, brand switchers have increased their purchasing of PAM.

Summary
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries). The paper presents a holistic view of Russian kids aged between 5 and 8, from both the perspective of an insider and by contextualising this culture with that of Western Europe. Russian children watch The Simpsons, listen to Justin Bieber, aspire to have 'gangsta style' and sometimes even say 'hey' instead of the (Russian) 'privet'. But the paper also argues that, while Russian kids might appear to be similar to their Western this is merely a pitfall for international brands aiming to directly export Western marketing communication to Russia. Because the differences are not obvious from the outside, the authors argue that it is more important than ever to go beyond the surface and listen to cultural specifics.

Summary
Noble Foods, a major UK egg supplier, wanted to build its branded portfolio in order to create standout at the point of sale. The 'Eggs For Soldiers' concept allowed for a strong design element, using a green camouflage colour and the image of a toast 'soldier' being dipped in a boiled egg echoing the shape of a service medal. Emotional engagement was assured with the on-pack announcement that part of the purchase price would be donated to Help For Heroes, an armed forces charity. In its first year, the brand became the second largest free range brand on the market and raised almost £400,000 for the charity.

Summary
This campaign – an example of a challenger brand taking on a dominant rival – describes how Oliveira da Serra raised sales in the Portuguese olive oil category that had been hitherto dominated by Gallo. It achieved this with a rebrand that made Oliveira da Serra more "forward thinking", referencing urban life and breaking out of the category cliché of nostalgic and rural brand messaging. Following the campaign, Oliveira da Serra became the olive oil market leader in Portugal, having grown its share by 103% vs Gallo. Volume sales were also up 14%, compared to a category-wide decline of 1%.