Subject Index
 

Procter & Gamble's ThermaCare was a small player in the menstrual market. The product had been in a two-year decline, and lacked marketing support and shelf space, as well as operating at a price disa ...

IBM's business had changed dramatically over the course of a decade, moving from manufacturing computers to projects as varied as helping improve the traffic flow in Stockholm, providing translating e ...

Doritos wanted to regain relevance with its target audience - 16-24 year old - in a way that would be regarded by the age group as authentic. To achieve this, it wanted to engage this audience in a wa ...

The US pizza category was witnessing flat to negative growth rates, largely because the proliferation of price promotions had commoditized the tactic and reduced consumer response levels. Domino's new ...

In its third Thanksgiving season, Jennie-O's Oven Ready Turkey launched a new campaign that aimed to show how it could provide perfect traditional turkey results without the traditional mess. The 'Loo ...

USG wanted to create awareness, stimulate trials and increase sales of revolutionary dust control joint compound - Sheetrock - that dramatically reduces airborne dust during drywall sanding. The prima ...

With merely 5% market share, 3% share of voice, and key competitors spending huge amounts on advertising, Alltel faced a daunting market, and one which was nearing maximum penetration, meaning that ov ...

Keep A Child Alive, a small AIDS charity battling against bigger competitors and a charity-fatigued public, needed to increase donation levels, but had a budget of just $600 with which to do so. Given ...

Juice sales were down 20% between 2000 and 2005 in the US as changing dietary habits hit the category. Ocean Spray's sales over the same period were down over 22%, and its household penetration droppe ...

The University of Minnesota was well known in its home state, but did not get credit for the world-changing research it conducted everyday. The institution had a goal to become one of the world's top ...

Thomas Cook is the third largest vertically integrated travel group in the UK and Ireland, with its own travel sales channels, tour operations and airline. In August 2003, it became Main Sponsor of Ma ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

Kingfisher, the owner of B&Q and French DIY chain Castorama, began its sponsorship of yachtswoman Ellen MacArthur in 1998, during the solo Route du Rhum race in November of that year. The sponsorship ...

ABN AMRO's sponsorship investment in the Volvo Ocean Race (VOR) shows the growing importance of internal communications and employee engagement in sponsorship, and also highlights the need for profess ...

Since 1997, the BMW Ultimate Drive® for the Susan G. Komen Foundation has raised $9 million for breast cancer research, education, screening and community outreach programs, and is one of the most hig ...

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

This Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-es ...

This Gold award-winning paper details the campaign for E4's TV teen drama 'Skins'. E4 is aimed at younger viewers (in 16-34 age range), and the objectives of the communications were to generate a sign ...

The European deodorant market was becoming increasingly crowded, and Dove was seeking to differentiate its own brand by associating itself with positive skincare credentials, based on its unique offer ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

Women's Aid is a charity aiming to help people affected by domestic abuse, a topic that is often misunderstood, and a problem the scale of which is often dramatically underestimated. With a highly lim ...

To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campai ...

The campaign entitled “The Secret Coast” was developed for Centex Destination Properties: Pointe West as a means to reenergize consumer interest, as well as neutralize low perceptions of its location ...

In a world of increasing demand for purer, more organic foods, hot dogs were losing their lustre. All because of an (erroneous) consumer perception that hot dogs are made with 'mystery meat'. Hebrew N ...

With a focus on the use of Street Teams, CareerBuilder looked beyond traditional communications and tried to engage consumers, and encourage them to interact with the brand. Street team members were d ...

Bridgestone Golf wasn’t going to beat the likes of Titleist or Nike with the conventional weapons of TV dollars and print ads; at best they would be outspent in that war 50 to 1. It was important to b ...

Most Broadway shows succeed in attracting their audience of tourists by showcasing their respective production’s size and spectacle through conventional media. Without the benefit of noteworthy stars, ...

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...