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Beyond Dark: Measure of pleasure
Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2013
This case study describes a launch campaign in the UK for Beyond Dark, a new dark chocolate brand, which targeted women with an emotional claim.
This case study describes a launch campaign in the UK for Beyond Dark, a new dark chocolate brand, which targeted women with an emotional claim. The brand wanted to substantiate the emotional 'pleasure' claim to make it stand out, and so used a scientific study to measure pleasure with various activities compared to its product. Beyond Dark was then marketed as 'the measure of pleasure', with marketing placing various activities on a scale compared to the product. The scientific scale generated news coverage and sharing amongst various influencer groups, including bloggers. Social media engagement and internet searches increased. The campaign also led to Sainsbury's, the supermarket chain, doubling its distribution of the product and new distributors coming on board. After two months sales had risen by 327%.
How do you eat your Cornetto Mini?
Sean Ong, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign to launch a new flavour variant from Cornetto Mini, the ice cream brand, in Indonesia which targeted teenagers.
This case study describes a campaign to launch a new flavour variant from Cornetto Mini, the ice cream brand, in Indonesia which targeted teenagers. The campaign introduced the concept through television and online advertising, increased awareness with use of celebrity endorsement, and continued on social media. It appealed to teenagers' social media usage and love of celebrity to create a 'finger tutting' trend. This approach resulted in an increase in sales and market share, and strong Facebook and Twitter engagement.
Cadbury Dairy Milk: Shubh Aarambh (An auspicious beginning) with Cadbury Dairy Milk
Pooja Kewalramani, Warc Prize for Asian Strategy, Entrant, 2013
This case study explains how Cadbury Dairy Milk (CDM), the confectionery brand, repositioned its products to be associated with traditional Indian celebrations.
This case study explains how Cadbury Dairy Milk (CDM), the confectionery brand, repositioned its products to be associated with traditional Indian celebrations. Homemade sweets are traditionally eaten to welcome new beginnings in India and so in this campaign CDM associated the brand with a range of 'new beginnings'. The campaign utilised different media channels for different types of new beginnings. The result was growth of sales by 30%.
Alpenliebe Candy: The Soft Side of Tough
Tian Li, Warc Prize for Asian Strategy, Entrant, 2013
This case study discusses how Alpenliebe, the soft candy brand, increased sales in China with an emotional campaign message.
This case study discusses how Alpenliebe, the soft candy brand, increased sales in China with an emotional campaign message. Alpenliebe was operating in a competitive market with low visibility. The brand's existing slogan 'kindness with the heart' was expanded to appeal to young consumers who felt criticised and pressured. The product was marketed as softening critical parents and bosses through television ads. The campaign increased sales by 59%, as well as brand awareness and purchasing intention.
Cadbury Dairy Milk: Happily Married - Chocolate and Mishti (traditional sweet)
Team Pinnacle, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study explains how Cadbury, the chocolate brand, sought to gain market share from more traditional sweets in the Indian state of West Bengal.
This case study explains how Cadbury, the chocolate brand, sought to gain market share from more traditional sweets in the Indian state of West Bengal. The chocolate market, however, is worth just 10% of the overall $10bn Indian sweets market. A media strategy was devised to target traditionalists and gatekeepers of Bengali culture, to be evangelists of Cadbury Dairy Milk chocolate. Challenges were organized among traditional sweetshops to create new kinds of traditional sweet, and local celebrities were invited to be the face of participating sweetshops and the Bengali populace submitted their own recipes. This resulted in 80 new varieties of chocolate-mishti (sweet). Two million pieces of Cadbury Dairy Milk mishti were sold during the campaign period. Extensive PR coverage, in partnership with the state's leading newspapers, was valued at Rs30 million.
HappyDent White: From dental brand to the Dazzlemouth Show
Lindsey Cummings and James Sowden, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Happydent, the chewing gum brand, sought the number one spot in the Indonesian market.
This case study describes how Happydent, the chewing gum brand, sought the number one spot in the Indonesian market. Happydent took a different approach by presenting consumers with a differentiated emotional proposition, in a market swamped with functional 'fresh breath' claims. The brand relaunched with a 'teeth whitening' proposition to bring chewers a brighter smile and a more confident demeanour. A strong social media campaign through Facebook drove awareness, relevance, modernity, brand image and a significant growth in volume sales.
Mentos: National Night
Rachel Filer, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Mentos, the confectionery brand, set out to acknowledge Singapore's National Day with an innovative approach.
This case study describes how Mentos, the confectionery brand, set out to acknowledge Singapore's National Day with an innovative approach. The campaign used a song to encourage patriotic Singaporeans to help their country tackle one of its greatest issues: the country's declining birth rate. The socially fuelled campaign encouraged people to help build the nation by having more babies on the eve of National Day: National Night. This hyper-local campaign for a Singaporean audience managed to find global fame. The campaign made headlines across the world and created a strong sales uplift.
Mentos National Night
Rachel Filer, Warc Prize for Innovation, Entrant, 2013
Mentos, the confectionery brand owned by Perfetti Van Melle, wanted to acknowledge Singapore's National Day in an unconventional way.
Mentos, the confectionery brand owned by Perfetti Van Melle, wanted to acknowledge Singapore's National Day in an unconventional way. In a tongue in cheek campaign with its own theme song, the brand urged Singaporeans to reverse the state's declining birth rate by getting romantic and conceiving more children. Although it was designed to be a hyper local campaign for a Singaporean audience, the initiative generated international media coverage. As evidence of the campaign's success, this case study cites increases in the brand's profile via free media coverage as well as sales increases.
Chupa Chups: Chuck Studios - a new publishing model for branded games
David Webster, Warc Prize for Innovation, Entrant, 2013
This case study describes a revenue-sharing partnership between BBH Asia Pacific, the agency, and Perfetti Van Melle - owner of the lollipop brand, Chupa Chups - to develop high quality branded games at low cost, under the Chuck Studios name.
This case study describes a revenue-sharing partnership between BBH Asia Pacific, the agency, and Perfetti Van Melle - owner of the lollipop brand, Chupa Chups - to develop high quality branded games at low cost, under the Chuck Studios name. BBH had previously worked with the Chupa Chups brand when it gave birth to the Chuck character as part of its 'Life Less Serious' brand campaign. The character had gained a global footprint of millions of engaged fans on social media. This paper outlines the development of a new model whereby in exchange for a share of revenue, Chuck Studios provided social game developers with seed-funding and use of the Chupa Chups' brand's IP along with access to its global online fan community and marketing support. It makes the case that this arrangement is both sustainable and scalable and creates mutual incentives for both developers and Chuck Studios to produce best-in-class games, and to operate and monetise them over time.
Nestlé: A 100 years by your side - Corporate brand campaign drives hard business results
Milan Agnihotri, Gavin Hoh and Tony Savarimuthu, Warc Prize for Innovation, Entrant, 2013
This campaign from Nestlé, the food and drink group, in Malaysia, was designed to celebrate 100 years of memories during the centenary that the group had operated in the country.
This campaign from Nestlé, the food and drink group, in Malaysia, was designed to celebrate 100 years of memories during the centenary that the group had operated in the country. Storytelling and story-sharing were key parts of the campaign which used digital, television, print and radio media, and a number of exhibitions. This case study cites evidence that the "Incredible Stories" campaign helped build stronger links between Nestlé and all its brands, highlighted the affinity of Malaysians for Nestlé brands and contributed to Nestlé's overall performance in the country.
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