Subject Index
 

This Bronze Award-winning campaign for Aqua Optima water filter cartridges aimed to transform the fortunes of a brand at risk of extinction in a sharply declining market. The objectives were to streng ...

Despite the calcium benefits of milk being known in the Californian area, sales were being outstripped by alternative products claiming to offer more. With the large Hispanic population (standing at 3 ...

Canon expected much when it launched its digital Single-Lens-Reflex (SLR) camera, the EOS 350D in 2005: double volume sales and defend its market share against Nikon. For that Canon had to change the ...

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 20 ...

This 2000-07 campaign for Meat and Livestock Australia (MLA) aimed to make lamb the national dish on Australia Day, thus creating a new cultural tradition. This involved advertising in January, tradit ...

Specialty cheeses have long prospered in Quebec, based on the strength of their French heritage. However, while some consumers knew that there were local products of superior quality available, only a ...

Milk has historically been plagued by declining consumption across much of Canada, with consumption rapidly declining after children reach the age of nine. Prairie sought to target teens and tweens wi ...

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines. Delta's goal was to move up in the rankings to number o ...

With a growing milk surplus, the California Milk Advisory Board launched a series of campaigns to challenge Wisconsin’s position as leading dairy producer. Focussng primarily on cheese production, the ...

The British Columbia Dairy Foundation (BCDF) was established to encourage milk consumption in the region, despite milk consumption now being in decline. Through the campaign "don’t take your body for ...

This paper discusses the second stage (running from 2004-05) of Virgin's campaign to rekindle enthusiasm for train travel. Virgin acquired the Cross Country and West Coast networks in 1997, and the la ...

Despite being the market leader in the yoghurt industry, Danone hoped to encourage people to purchase its probiotic drinks. With its main competitor, Yakult, well established in this sector, people w ...

How do you double sales with a brand that lacks mass market appeal and with a middle-of-the-road yet premium-priced product, while your competitor is buying market share by dropping its prices? Canon' ...

TomTom GO was launched in a market dominated by complex, expensive, built-in car navigation systems. TomTom GO managed to position itself not just as another technical product, but as an easy, smart a ...

Australia's National Soccer League was failing. In response, the government commissioned the Crawford report in 2003, which exposed a corrupt and dysfunctional administration and a poor public image, ...

In 2005 revenue growth for stationery brand Staedtler Australia had unsurprisingly stalled in the face of the increasing digitalisation of communications. To overcome this problem, it sought to focus ...

Sales of chocolate milk were lagging behind in Quebec compared with the rest of Canada, largely as a result of the vast number of competitors vying for kids' attention as they grew up. This campaign s ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

In the early 1990s, beer brand Corona Extra, needed to shake off its image as a 1980s yuppie fad. A sustained advertising campaign over 16 years has ensured that the brand is now synonymous with a rel ...

This paper provides a simple example of how an educational campaign can be used to change years of ingrained consumer behaviour. For decades, Scots have been cooking pork joints in tin foil, causing t ...

This campaign for Heinz Baked Beanz aimed to revitalise the brand. Sales had been declining 4% per year due to medium and light buyers buying out of habit only. The solution was to inform them of the ...

This case study details a sustained return on investment achieved from an outstanding advertising campaign, the 'Red Meat. Feel Good' campaign. As the Gold Pinnacle winner in the 7th Advertising Effec ...

This case demonstrates how an effective marketing strategy that can be continually refreshed creatively can provide long-term and even exponential growth in success and rewards. The 'We love our Lamb' ...

After year's of negative perceptions against red meat being unhealthy, The Campaign Palace’s proprietary “True Who” social research peered over the horizon and identified a massive change in consumer ...

In January 2001 Gala Group Limited acquired the estate of Ladbroke casinos. Gala's aim was to open up and reinvigorate the casino industry. Whom should they target and what did they need to think and ...

This silver-winning paper describes the ‘The White Stuff’ campaign of 2000-2001, and how it dramatically improved the fortunes of milk. A strong insight into the image of milk and its consumers led to ...

Campaign to promote fish and the fishing industry, for `Seafish' (The Sea Fish Industry Authority), 2000. Aim: to promote fish as healthy, in an enjoyable way. Aimed especially at C1C2 mothers. TV, li ...

Chocolate confectionery in Western Europe is a mature, slowly declining market. This study looked for correlation between advertising and the year to year changes in market size of Belgium, France, Ge ...

This case tells of the launch of Golden Circle into the highly competitive baby food sector - a market where three major multinationals (Nestle, Gerber and Nutricia) had tried and failed to compete wi ...