Warc index
 

This paper reveals how the California Travel & Tourism Commission, in conjunction with Black Diamond and Feather Brooksbank, increased the visitation to California by UK residents as the economy b ...

Nutella could be seen as a popular part of the breakfast ritual in many countries, but in the UK the brand faced a problem as many Mums saw it as a chocolate spread and classed it as a treat rather th

This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym

Life changing decisions are never made lightly and to motivate two thousand five hundred people to physically act with a view to choosing or changing their career ultimately creating 1000 new employee

This is the story of a mouse that wrestled marketing control from Australia back into New Zealand hands. The challenge was to grow to be the number one cracker - but with only enough marketing investm

Every year the NZ Army faces the tough task of recruiting the right number of high quality youth into its ranks, youth whose perceptions of a career in the NZ Army have been shaped by unfavourable ima

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

Milk is a staid and boring product drunk in childhood. Consumption declines rapidly during teenage years and never recovers. To reconnect with Californian teens, BBH invited a group of them to blog ab ...

The Atlantic magazine was an aging institution with a stagnant circulation, that had low online visibility and few contemporary advertisers. The resulting campaign sought to position the title as the

The U.S. Army faces a constant struggle to achieve annual recruitment goals. Potential recruits describe current Army recruitment advertising as out of touch with their lives and irrelevant to their s

In late 2008, Doritos wanted to reintroduce two flavors that had been discontinued in the 1980s - Taco and Four Cheese. With a minimal budget, and a solely digital brief, a distinctive strategy would

In 2007, Frito-Lay wanted to reposition Cheetos as a product that was relevant to an adult audience, having committed to stop marketing the brand to children. Many older consumers who loved Cheetos ha

By 2006, most eyewear brands had established a web presence, but almost all seemed to regard the internet as just another broadcast channel, rather than as a new way of connecting with the youth marke ...

Stouffer's is an iconic American brand, but since the 1980's its role had shifted from 'working women's trusted frozen friend' to 'passé dinnertime fixture'. Stouffer's set about reigniting its i ...

Microsoft has always been synonymous with desktop. But for years it has been trying to gain a foothold in the software market. In order to make Microsoft a credible player in this market, it had to ma ...

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 2008 campaign for Ritz crackers. Objective: to renew emotional connections with the brand in a more competitive market, reverse declining share and grow revenue. Research (described) led to insight

A 2007-8 campaign for Honey Nut Cheerios (General Mills), aimed at closing their share gap in the Hispanic market. Hispanics tend to think that food eaten for health reasons would not taste good: the

This paper tells the story of the ground-breaking Dove 'real beauty' campaign from 2003 to 2007. Dove decided to break not just the rules of its category but also of the wider culture in which we live

A 2007-8 campaign for Canadian Club whisky. Objectives: stem brand's long-term decline; build awareness and consideration. Research (described) revealed that brand had an old-fashioned image, and that

The objective of this campaign was to shift perceptions of IBM from a mere technology company to the marriage of the world's best technology expertise and business thinking. The creative idea was simp ...

"The challenge: Activate AT&T's college football partnerships, drive consumer engagement and create target-relevant exclusive content that could be delivered across three screens: wireless, b ...

The challenge: to make milk hipper and inspire teens to drink more. The creative solution: create a buzz-worthy pop culture of own – the band “White Gold.” The media strategy: to mimic the condensed l ...

For decades Ritz was one of America’s most-loved crackers. But by 2006 the brand was at serious risk of becoming nothing special. So a search began of Ritz’s soul to find a distinct emotional territor ...

The challenge was to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spending, the brand needed a counter-category message ...

Consumers have always thought of Armstrong as a trusted flooring company but were unaware of all the product forms Armstrong offers. Moreover, laminate floors were typically considered to be an inferi ...

TV was hot again, but TV Guide was not. Shifting TV Guide from all things TV to all things “my favorite show” connected to fans at a personal level. They hated when their show ended each week; they we ...

Smiling doctors and smiling patients – that’s all consumers saw in healthcare advertising. HealthPartners wanted to break through with its online patient services. By registering at healthpartners.com ...

The assignment called for changing the perception of State Farm among Hispanics from “not in tune and too expensive” to one of “being there” to support them and save them money – the necessary first s ...

Unique and ownable travel promotions are rare. To break through the clutter, Orbitz needed to find a way to hold true to its positioning of innovation while generating consumer engagement and buzz. So ...