Warc index
 

This paper explains how children's food brand, Ella's Kitchen's, was able to advertise exclusively on Nickleodeon without committing to spend upfront by forming a partnership with Viacom Brand Solutio

This paper demonstrates how a limited budget, focussed on effective TV advertising, successfully launched Resolva 24H. The weedkiller market, although mainstream, is a relatively small category in gra

This paper shows how innovative social marketing techniques were used to successfully recruit students to a new business Masters programme at the London Business School. The challenge was to reach a d

Knorr faced a challenge when it launched its new Knorr Stock Pot: communications needed to convince a seemingly happy stock cube user to trade-up to the new product while minimising cannibilisation of

Smiling mums, affectionate kids and soft focus are the norms that spring to mind when it comes to family ice cream advertising. The launch of Goody on a Stick broke two-thirds of those. Goody on a Sti

Desperate to take advantage of the fast-growing mayonnaise category, Heinz developed a new premium product called Seriously Good Mayonnaise, to directly compete with Best Foods who had a 60% market sh

The launch of MYSKY HDi, SKYs second-generation personal video recorder, was a breakthrough for SKY. SKY Television CEO John Fellet summed it up. "Out of everything we have ever done greatest uptake w

The liquid breakfast category had been an impenetrable fortress, owned and barricaded by Sanitariums Up & Go, which had held between a 90% and 100% share since 1998. PRIMO EXTREMO!!! changed that in 2

Dont Mess with Nature showed how an innovative use of creative can bring to life product attributes in a clear and simple way. Speights Summit Lagers launch into the New Zealand market did more than s

Eta was facing a revitalised competitor in Bluebird. Now facing the might of new owner Frito- Lay on an aggressive investment drive, they had to act to secure new sources of revenue in the snack marke

With its XT launch Telecom had to earn their place back in the mobile game - a tall order from a national telco that for years had been falling behind in the mobile market. This would be the first ste

In early 2009, Ford was faced with the proposition of launching a new vehicle, the new Fiesta, which has been globally touted as the product that will "save the [Ford] empire", to a declining market i

Despite buying Bauer some ten years before, by 2005 it was clear that Nike's formula approach to sports marketing was not working in the hockey category where it was still consider an outsider by hock

This campaign recognised an opportunity to create a style blog about Michelle Obama. The US election result significantly boosted traffic, and the site has become revenue-generated and precipitated a ...

The beauty category seemed to be caught in a cycle of increasing self-importance and brands attempting to “out-innovate” each other, leaving women disconnected and, often, feeling worse about themselv ...

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and ...

Johnson & Johnson’s Band-Aid was facing its third year of slowing sales in Brazil – a trend which increased the pressure on its profit margins. In particular, the market for children’s decorated b ...

A 2007-8 launch campaign for the redesigned Toyota Camry (midsize passenger car), directed especially to Afro-Americans. Objective: change perceptions that it is a boring car. A segmentation study (de

A 2008 launch campaign for K-Y® Jelly personal lubricant. Research (described) suggested positioning for couples, rather than addressed to women only. Media: a range of TV executions. Results: sa ...

A launch campaign (2007-8) for CoverGirl Lashblast Mascara. Research (described) led to key insight: big lashes which need a big brush. Objective: to drive awareness and trial among females, ages 15-5

Grandparents.com, an online media company targeting grandparents, has achieved conversion rates for newsletter subscriptions exceeding 20% (industry average: 2.51% –Marketing Sherpa). Conversions are ...

The U.S. introduction of the revolutionary 1 Series gave BMW the opportunity to become accessible to a younger audience, making them early loyalists and life-long brand advocates. Through the use of a ...

By 2008, the Mini Cooper, while iconic and endearing, was becoming far less edgy, especially in cities where you might see 20 or more in a day. The launch of the Clubman model, a stretched-outversion ...

The objective: to make Pizza Hut’s new, home-delivered Tuscani Pastas the biggest thing in the pizza category since pizza. In a world of super-convenient, inexpensive pasta options, that meant convinc ...

In spring 2008, Electrolux, known for vacuum cleaners, introduced a new kitchen appliance line in North America, a cluttered category with brands such as LG, GE and Samsung. A multimedia campaign with ...

Skepticism of pro sports was rampant when Minnesota hockey fans had their team, the North Stars, stolen by Dallas. To launch a new team, the fans' passion became the focus as another community was cre ...

In planning the campaign for Nokia's most high-tech cellphone, the N958GB, it was found that technology only makes sense when it provides an experience that enriches people's lives. In Brazil, it was ...

This paper shows how Goodman Fielder managed to engage Australian teenagers with something as mundane as white bread, while also giving parents a strong reason to switch brands. Wonder, the bread bran

For 50 years, ABC had offered Australian TV consumers commercial-free television, something that many viewers valued highly. In 2008, the network was planning to launch The Gruen Transfer, a series al

The Commonwealth Bank launched their Debit MasterCard in October 2008 - a mature, parity product competitors had been offering for years. Aimed at a savvy (and skeptical) audience of 18-39 year-olds,