Subject Index
 

In recent years, anti-cellulite products have become the market driver for the whole body care segment, with L'Oréal acting as the innovative European pacemaker, and Dove also taking an increasingly p ...

NIVEA's Q10 had proved to be a high successful anti-ageing product, but as its competitors diversified their portfolios, it became clear that the company required a new brand to boost its relative pos ...

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 ...

Herbal Essences positions its products in terms of being an experiential brand, rather than focusing on science and problem-solving, as was the case with much of the rest of the category. The launch o ...

Tide - a mid-priced detergent sold in Serbia and Romania - was losing market share both to cheaper brands and to its direct competitors, a situation that was compounded by low awareness levels among c ...

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

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 ...

Fairy had enjoyed a dominant position in the Iberian market, but was finding itself increasingly under threat from cheaper alternatives, and particularly private label brands. The challenge was to att ...

Pantene's 'Set Your Colour Alight' campaign sought to overcome several obstacles standing in the way of Pantene making its mark in the coloured hair sector. Among these was the fact that coloured hair ...

Following the introduction of a number of self-tanning products in the female consumer mass market, NIVEA sought to take on the challenge of launching a facial tanning moisturiser in the male face car ...

The household cleaning brand Monsieur Propre (know as Don Limpio in Spain) sought to boost its position in its core French and Spanish markets by challenging the advertising conventions of its categor ...

Canon photo printers were losing territory in the photo printing market to retail photo stores and online services, while many customers were also expressing disappointment with the quality of home pr ...

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

In the two years prior to the launch of Masterpiece Mascara in November 2005, Max Factor was in a serious decline. There was a lot riding on Masterpiece - which employed an innovative and patented 'ru ...

Gears of War - an action-shooter computer game based upon the anti-hero figure of Marcus Fenix - was launched globally in November 2006 on Microsoft's Xbox 360. One of the main objectives of the launc ...

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 ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

Nike was seeking to become the number one player in the women's sportswear category. To do this, it needed to inspire all women to feel like athletes - and it decided to use dance as the vehicle to co ...

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 ...

With objectives of attaining 10 percent higher awareness, brand positioning, and market share, Generali launched its “Under the Wings of the Lion” insurance campaign in Central and Eastern Europe (CEE ...

After inventing the dishwasher detergent market in the 1970s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands b ...

The All-Bran 'Feel Great' William Shatner Challenge has dramatically halted a ten year sales decline, and put All-Bran back in positive growth. This was achieved by understanding what users really lov ...

Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image. In the Baltics, market share was barely g ...

Mastercard’s “Priceless” campaign was launched in January 1998. The objective was to reduce the competitive advantage “Visa” held over Mastercard. To create trust and confidence in the brand, Masterca ...

Magnum is an icon of indulgence for modern, sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, reg ...

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The “Sensuality of Nature” campaign was therefore developed to create brand preference and s ...

Lenor turned the fabric conditioner market around with the launch of 'Sleep Sensations', and changed fabric conditioner category rhetoric to usage experience rather than a solution to laundry problems ...

The Leon is the key brand ambassador for the self-confident and sporty brand SEAT. In the context of re-positioning the brand to Nueva SEAT, the launch of the new Leon was extremely important. Reflect ...