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Design Business Association, Gold, Design Effectiveness Awards 2013
To defend market share, Swan, the roll your own (RYO) tobacco brand, needed a more engaging and contemporary look for its rolling paper line.
To defend market share, Swan, the roll your own (RYO) tobacco brand, needed a more engaging and contemporary look for its rolling paper line. A fresh design used bright colours to differentiate between the various papers and weights. As a result of the new packaging, sales have risen 5 times the growth rate of the previous year, resulting in higher market share. New listings and extended display have also been secured.
Altria Group Inc.: It's A Woman Thing campaign
Megan Mcnamer, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 55-58
The slogan Philip Morris Companies Inc. used in 1968 to launch its Virginia Slims campaign—"You've Come a Long Way, Baby"—effectively combined the two seemingly dissimilar marketing themes of female attractiveness and women's rights.
The slogan Philip Morris Companies Inc. used in 1968 to launch its Virginia Slims campaign—"You've Come a Long Way, Baby"—effectively combined the two seemingly dissimilar marketing themes of female attractiveness and women's rights. The series of ads were highly successful, however, and in 1996 the company introduced a successor campaign with the slogan "It's a Woman Thing."The new campaign, which was directed by Leo Burnett USA of Chicago, took on what might be called a post-feminist ironic tone. For example, a photo of a beautiful blond woman on a motorcycle was accompanied by the line "I don't necessarily want to run the world, but I wouldn't mind taking it for a ride." Another ad showed a young woman who exuded beauty, happiness, and "female cool" polishing her nails a metallic blue. The accompanying line asked, "Does this look stupid on me? The correct answer to the question is 'No.' "
JT Internacional (Spain) - Camélame
Integrated Marketing Communications Council Europe, Silver, PMC European Awards 2006
Andalusia is a strategic zone for the brand as it represents 25% of cigarette consumption in the sub-premium segment, where Camel is positioned.
Andalusia is a strategic zone for the brand as it represents 25% of cigarette consumption in the sub-premium segment, where Camel is positioned. However, Camel has a lower market share here than in the rest of Spain. Andalusian smokers did not identify Camel with their region or values, and this was preventing further brand growth. This short case study argues that, as a result of this campaign, over a quarter of the smokers contacted changed their regular brand for Camel.
New Mexico Department of Health: Secondhand smoke – Spanish
Effie Worldwide, Gold Award, Effie Awards, 2004
This campaign was based on empirical evidence showing that secondary smoking leads to various health problems.
This campaign was based on empirical evidence showing that secondary smoking leads to various health problems. The objectives were to increase awareness of second hand smoking among the Hispanic population of New Mexico and to protect residents from danger arising from secondary smoking. The results show that both objectives were surpassed.
Henri Winterman Special Mild: How a Growing Brand and an Established Range Supported Each Other Through Effective TV Advertising
N. Rudd Jones, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1982
Advertising for a mild cigar, launched 1980, early results disappointing. Qualitative research indicated strong dislike of the pack, poor identification of brand.
Advertising for a mild cigar, launched 1980, early results disappointing. Qualitative research indicated strong dislike of the pack, poor identification of brand. New campaign, 1981-2, to reposition brand, with improved pack. TV commercial used in 5 areas, plus limited support in 2 areas of potential growth. Factors which were identical in all areas (advertised, limited and non-advertised) were: RSP, price offer, cash incentive to retailers, priority given to brand by salesforce. There was heavy competitive spend on TV. Area comparison shows that: the introductory offer did not increase brand share rapidly; market share remained static in all areas between March-April 1980 and February-March 1981; market share began to rise steeply March-April 1981, before break of advertising, due to renewed sales drive and trade promotion, but was only sustained in the advertised areas; by July-August 1981, market share in advertised areas was twice that in other areas. Third ad burst in early 1982 increased share further. The limited advertising experiment failed to secure long-term gains in market share. Case demonstrates importance of sustained advertising supported by promotion, and 'the extremely limited and short-term nature of brand share gains achieved through cash incentives to consumers or retailers, in the absence of adequate brand advertising support'.
Swan Vesta Matches
Nigel Beard, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1980
1976-9 campaign to reverse the decline, not only in the brand, but in the entire match market (against lighters).
1976-9 campaign to reverse the decline, not only in the brand, but in the entire match market (against lighters). The objective was to reverse this trend of a losing share for matches. Qualitative and quantitative (NOP) research showed a latent appeal for matches which could be exploited, especially `reliability'. Creative strategy is described. Bursts of 'highly visible' TV advertising were used, with regions dropped from some of the bursts (insufficient funds). The regional variations were used to evaluate effects on sales, holding Yorkshire constant with a regular pattern of advertising and varying weights in other areas. The rank order of regional TVRs agreed with the rank order of sales increases in the same regions (Nielsen). Other marketing activity was constant, including promotions. Gains varied from 1% (the lowest region) to 17% (Yorkshire).
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