Warc index
 

In 2007, Benecol (a range of cholesterol lowering foods) faced a bleak future in the UK with a decline in market share and its sector also shrinking. This paper shows how by reviewing and changing the

Being able to retire is a real worry for millions of hardworking Americans who, for some very good reasons, have had a hard time saving enough for retirement. The last thing they need is another voice ...

The 2008 Beijing Olympics were the most challenging in the 20 years of Visa’s partnership. Controversy surrounded the Games. Visa was under pressure following its recent IPO, and it was becoming incre ...

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 ...

During the toughest recruiting environment in U.S. history, the goal was to bring Army service into young adults’ consideration by intercepting their passion for gaming through the media sponsorship o ...

Facing a shrinking pool of customers due to economic and distribution challenges and strong competition from industry leaders Mercury and Yamaha, Evinrude needed to find a new, more meaningful point o ...

Everyone knows Oreo. But only when you know how to eat one, do you truly understand why it is not an ordinary cookie. Hispanics were not aware of the eating ritual and thus less emotionally involved. ...

With increasing competition from new outlets and stronger brand recognition for key competitors, Teleflora and its network of local retail florists faced declining sales. Mother’s Day, the single larg ...

Struggling to gain market share in the African-American segment, Verizon Wireless took a completely new approach to connect with this community, launching a gospel choir competition, “How Sweet the So ...

When Missouri shut down a large portion of Interstate 64, St. Louis commuters faced major congestion and headaches. Metro, the operator of the public transportation system, saw an opportunity to posit ...

Young Brazilians make up Coca-Cola's largest consumer base and have the greatest influence on the brand image. It is important to stay connected to this group and music plays a large part. Sponsoring ...

Eurostar wanted to raise awareness that its main London terminal had moved to St Pancras, which had been backed by a £1.2bn investment. While ths brief provided a lot of "new news", and ...

Iceland's sponsorship of I'm A Celebrity, Get Me Out of Here aimed to connect the brand's target audience with a wide-ranging creative and media strategy. The relationship between the company and the ...

Marketing food in Britain has become increasingly complicated, as concerns about childhood obesity, increasing commodity prices and the power of celebrity have changed the communications landscape. Th ...

Launched in 1999, learndirect's remit from the government was to improve the "employability" level of adults in the UK, with a specific focus on targeting those adults who have few (or no) q ...

Waitrose's 'Quality food, honestly priced' campaign had enabled it to engage consumers at a time when many of its rivals were either concentrating on non-food items or struggling to compete. By 2004, ...

After having successfully reaffirmed Desjardins' distinctive nature as a cooperative through the 'This is not a bank' integrated campaign, a new challenge was faced in 2006: turning different into bet

The mission of Lucozade Energy was to get the people all over Britain out of their energy slumps, by giving them back their lost edge. The objective was to provide 10,000,000 people with the one thing

Schwartz has a heritage in herbs and spices, but also produces a huge range of sauces and dry sachet mixes, priding itself on its twin attributes of quality and authenticity. However, research carried ...

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 ...

In 1990, The Milk Processor Education Program (MilkPEP) was established to reverse the long-term decline in per capita milk consumption. The ensuing 'milk mustache' ads launched in 1995 proved succes

In 2000, Unilever acquired market leader Slim-Fast. Two years later, the Low Carb/Atkins diets badly affected dietary products which were perceived as being deprivational. This necessitated repositi

In 1998 Time Warner Inc.'s Cartoon Network, second in children's programming to Viacom Inc.'s Nickelodeon Network, was a 24-hour basic-cable service offering nonstop animated ente ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

How MasterCard used ‘Priceless’ advertising to reposition itself in the UK credit and charge card sector. This paper outlines how MasterCard in the UK stopped being a secondary player in the credit a ...

In 2004-05, Brother launched its new multi-function inkjet machines. Lower prices, a weakening brand image, and the growth of mass market buying meant that Brother had to shift its communications stra ...

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 ...

After three straight years of share decline and despite the media onslaught of the deep-pocketed category leader, Travelocity reversed momentum with the successful introduction of The Roaming Gnome ca ...

This is an excellent example of how to use TV sponsorship well. Back in 2003, First Choice was a relatively new brand. To put their brand name firmly at the forefront of consumers’ minds for the 2004 ...

During unfavourable economic times in 2002/03, “Standard Life” hired “The Leith Agency” to instigate a campaign to rebuild customer confidence, and improve perceptions of the brand. Employing a warm a ...