Subject Index
 

Sony was caught flat-footed when the TV category shifted to flat panel. An also-ran with no production capacity, it was forced to produce the Bravia on the same line as Samsung in its attempt to overc ...

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 ...

This 2004-06 campaign looked to position Sunbeam as a credible coffee-machine brand. Previous advertising had failed to make an impact, and there was a belief that only European coffee machines, from ...

Sales of Brita's water filtration system were at a standstill, at least partly due to the popularity of bottled water and in-line systems. In response, Brita decided to focus all its resources on the ...

At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid p ...

During the second half of the twentieth century the Tokyo-based Sony Corporation developed a reputation as a global leader in consumer electronics, thanks to its numerous iconic products, such as th ...

Japanese electronics company Sharp Corp. had experienced limited success in television manufacturing and was a lackluster brand in the United States until a change in leadership in the late 1990s resu ...

In September 1998 Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, introduced the Swivel Glide Vision, a bagless upright vacuum with a unique see-through container. A new telev ...

Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, generated free publicity for itself with its innovative and controversial "Fred Astaire" advertising campaign. In ...

The third-largest manufacturer of consumer electronics, the Dutch company Koninklijke Philips Electronics N.V. was a well-known and respected firm in many parts of the world. The maker of such diverse ...

After experiencing years of success in Europe, the high-priced, British-made Dyson vacuum began appearing in the United States in 2002 during a time of recession and a waning U.S. vacuum industry. Nev ...

Australian coffee consumption has grown by 65% in the last decade. Sunbeam was one of the brands appearing on the rich tapestry of coffee drinking, but while it was well known as a company that made a ...

The Evinrude E-Tec 2>4 campaign was launched at a time when boaters had accepted the notion that their outboard engine would forever feature 4-stroke technology. The 2>4 campaign not only shattered th ...

Since its launch in 2002, Dyson had achieved tremendous growth and risen to the number four position in its category in the US. This was quite a feat, as vacuums had been toiling for years as a low-in ...

This case study describes an advertising campaign to promote and launch an innovative new floorcare appliance called Lift-Off to the UK retail trade and consumer markets. The agency was was tasked wit ...

In 2002, Dyson was an unknown, foreign entry into the vacuum category. Coming from the UK, it found in the U.S. a low-involvement, highly saturated category whose margins were sliding under retailer p ...

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share. Lack of brand sup ...

2001 campaign by Target Marketing & Communications for Irving Home Furnaces, a low interest, inertia buying and mature category. Client wanted 30% year-on-year increase in sales during October-Decembe ...

The marketing challenge is described as reversing a three year sales decline and the campaign objectives as being to generate awareness, increase unit sales by 5% and eliminate decline in market share ...

Campaign by Bartle Bogle Hegarty in 1999 for Electrolux Foodcare. Objective: to position Electrolux kitchen appliances a key ingredient in the cooking process. Media: TV (in several countries), which ...

Hepworth is a Yorkshire based company specialising in pipes for civil engineering and building. Desire for growth had led Hepworth to expand into plumbing. The hero product for the new 'Hepworth Plumb ...

This paper demonstrates how a combination of the usual and the unexpected helped. Electrolux to position a vacuum cleaner on a health rather than a housepride platform. The campaign ran in France, the ...

Direct response TV campaign, 1994, to launch the Glow-worm `Energysaver' range of boilers for Hepworth heating Ltd. A 30 second DRTV commercial was used in two Channel 4 area tests (Midlands and South ...

Philips' objective, using a humorous TV infomercial, was to meet customers' financial expectations, inform and communicate, optimise product availability and thus increase sales. These aims were succe ...

This case study summarises a direct response campaign for Glow-worm domestic boilers. The agency explains that this challenged the traditional hierarchy of selling through the trade with the end user ...

Home Office campaign to encourage the installation of smoke alarms, 1988-92. There were 3 phases of development: creation of the market; addressing the issue of the vulnerable elderly; reinvigorating ...

Hoover was launching a new range of vacuum cleaners. The Hoover turbopower 2 premium range was more energy efficient than existing cleaners but did not sacrifice cleaning ability thanks to its ‘autose ...

In 1982 the market for smoke detectors did not exist. The growth in penetration to 52% total ownership was driven by advertising that was the catalyst to activity by manufacturers, retailers, the Brig ...

Although present in 75% of French households, Le Creuset (French ironwork cookware) was a well kept secret in the UK, enjoying almost cult status. New company ownership in 1989 resulted in the need fo ...

1991 campaign for Miele in the white goods market: the first time the brand had been able to justify using television (Thames TV only). Media selection targeting improved by Carat `Foretel'. Sales wer ...