Subject Index
 

As McDonald's launched its new coffee nationally, stores serving the Hispanic population in Chicago knew this was a tough sell locally. Recently Starbucks and Dunkin’ Donuts doubled their outlets, and ...

In the espresso coffee market in Italy, Pellin Caffè competes in the 'premium price' and 'premium quality' product sectors against highly renowned brands with higher market shares and communication ex ...

In 1996 Pepsi owned product Lipton Brisk, sought to increase their share in the ready-to-drink market whilst facing competition from products such as Coca-Cola’s Nestea Cool. Through its campaign “Tha ...

In 2002, Pepsi and Starbucks launched DoubleShot an espresso drink. It failed. Two years later, they decided to relaunch it with a new ad campaign. The objective was to increase brand awareness; to cr ...

Kraft’s General Foods International Coffee, a range of instant flavoured coffee was facing increased competition from rival brands and from coffee shops such as Starbucks. To build brand awareness, i ...

In Greece's culture of coffee, tea suffered a decline in consumption. It was perceived as boring, best for old or sick people, lacking innovation and not as sociably acceptable as drinking coffee for ...

Despite entering a relatively static market, Nambarrie tea hoped to achieve success with its product in Scotland. Moving from an established market in Northern Ireland, research was carried out to gat ...

Through Starbucks Bottled Frappuccino, the partnership between Starbucks and Pepsi had achieved 85% of sector sales in ready to drink coffee, but sought to increase uptake of the product. In 2004 a ca ...

The objectives of this campaign were to create brand fame, to increase awareness, to drive trial and to hit out sales target of 10% growth. The agency sought to achieve these goals by creating 'Liquid ...

Despite being the more popular coffee brand, Evergood is facing problems in ensuring distribution in Norwegian supermarket chains, achieving coverage of 57%. Even though it often receives poorer place ...

In 2001 Lipton carried out the rebranding of its tea renaming it ‘Black Tea’ to target younger drinkers. The author considers the confusion caused by the new title and the drop in sales volume of 38.4 ...

In 2000, the Sara Lee branded coffee Moccona launched an advertising campaign to increase the market share for its premium instant coffee. It looks at the brand in relation to its main competitor, Nes ...

This case study outlines the launch of Senseo, a new coffee and coffee machine brand in Belgium and the Netherlands. The campaign objectives in terms of volume and market share are fully described. Th ...

Irving Mainway, which runs convenience stores at petrol stations in Canada, faced a big challenge. It had to convince consumers who buy coffee at specialist coffee shops, that they could get a better ...

The challenge was to grow Moccona's market share in the premium instant coffee sector. Several objectives were set and the case study shows they were significantly exceeded well before target dates.

Campaign in women’s weekly magazines for PG Tips, to persuade mothers to offer tea to their children so that they pick up the tea habit. Highly commended, APG Awards 2001.

Sequel to the 1990 PG Tips IPA paper. Relaunch campaign in 1996 using the new Pyramid bag. During 1992-1995 PG's dominant position had eroded (price promotions, relaunch of Tetley), and PG was losing ...

This 1998 paper describes how the 'Christina' campaign - featuring British actress Cherie Lunghi - helped Kenco Coffee (Kenco Jacobs Suchard) to add value in terms of building sales, strengthening the ...

When instant coffee technology was primitive and ground coffee was foreign, Mellow Bird's was the powder coffee for a nation of tea drinkers. Then UK consumers started to prefer stronger, continental ...

This paper details how a new advertising campaign (1987–95) reversed the fortunes of Gold Blend, a premium instant coffee. The brand, successful from launch, was losing share by the mid-1980s (down to ...

The contribution of advertising, in helping elevate a product costing twice the price of its competitors, to near national market leadership has been considerable. It has effectively enabled the pr ...

First prize and Grand Prix winner in its year; also the first continuous study in the new section 'Longer and Broader Effects'. Describes how, since the relaunch of PG Tips in 1955, consistent adverti ...

Advertising relaunch 1984-6, which grew the brand and its share of the decaffeinated coffee market sector to which it belongs. History of the sector summarised. Problem: sales were growing, but share ...

Repositioning of Red Mountain coffee, 1986-88. Analysis of opportunities showed that distribution and rate of sale could be increased with better advertising and reassurance about the taste, which was ...

The Nescafé campaign of 1978-80. The difficult marketing background at the time described: total market volume was declining 20% year-on-year. Main objective: to increase brand share while strengtheni ...

Campaign, first briefed in 1974, to counter the steady decline in tea-drinking, especially amongst younger age groups. Based on qualitative research, a strategy was devised to reinforce the recognised ...