Warc index
 

Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned. Ad agency MCBD opted to capitalise on the legacy of the famed 1970s ...

Dental hygiene brand Oral B wanted to persuade 47 million west Europeans to switch to a power toothbrush. Agency Publicis was tasked to shift perceptions from ‘unnecessary, expensive gadget’ to ‘essen ...

Women's Aid is a UK charity providing support to victims of domestic violence, which had used classic celebrity endorsement in the past to good effect. But it wanted to move beyond the "borrowed ...

Post Shredded Wheat was a brand in decline, deemed "old and boring" in a changed cereal sector. However, the economic turmoil of 2008 was used to the brand's advantage, with its image recast ...

The Commission on Presidential Debates wanted to ensure the public was well-informed about the issues in the 2008 US elections. It opted for a campaign which used MySpace, the social media network, to ...

Häagen-Dazs ice cream was suffering from stalled sales and the impact of competition from rival brand, Ben & Jerry’s. Exploiting its position as made from all-natural ingredients, Häagen ...

Bottled water sales had hit Brita, the water filter company. A PR-led campaign which eventually encompassed television and newspaper advertising helped it hit back by claiming the environmental high g ...

The 2008 Presidential campaign for Barack Obama, covering the primaries and the election campaign. The paper summarises the thinking as it developed. Many more executions were developed and tested tha

A 2007-8 campaign for Spike TV, the cable network for men, supporting a new programming initiative (“True Dads”) to encourage fathers to be more involved in the lives of their children. Objective: to

A 2008 campaign for Bank of America (BAC), designed to deepen relationships with its current customers and drive new acquisitions by offering a differentiated promise: “you get more just for being a B

A 2008 campaign for Ritz crackers. Objective: to renew emotional connections with the brand in a more competitive market, reverse declining share and grow revenue. Research (described) led to insight

A campaign (2008) for Nabob coffee, which had been suffering sales volume and share declines due to a lack of relevance, point of differentiation and increasing competition in the Canadian coffee mark

A 2007-8 campaign for Cheetos snacks (Frito-Lay). The brand had begun to suffer intense competition and drop in penetration. Moreover, the company in 2007 signed the voluntary Children's Food & Be ...

A 2006-8 campaign for Novartis' fibre supplement (bulk laxative) Benefiber. Objectives: return to growth by: repositioning brand for health and well-minded customers, solidify ownership of key attribu

To coincide with the 50th anniversary of the Whopper, Burger King conducted a social experiment removing the iconic Whopper from the menu. The first phase of the experiment explored deprivation to see ...

This campaign engaged consumers in a new conversation by taking a stand for health rather than against pain. Through a modern, honest approach to pain relief, Tylenol differentiated itself from its co ...

More than 500 worthy causes vie for public service advertising airtime every month, far more demand than supply. The USO, leaned on more than ever as U.S. troops entered year five of the war, needed t ...

Believe it or not, there was a marketing success story this year in financial services. It started with a simple idea: There’s comfort in numbers. Grounded in the fact that an average of 1,000 new acc ...

Smiling doctors and smiling patients – that’s all consumers saw in healthcare advertising. HealthPartners wanted to break through with its online patient services. By registering at healthpartners.com ...

In July, CNN debuted an unprecedented four hours of original primetime programming to report on what it means to be “Black in America.” The marketing objective was to build awareness of the documentar ...

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 ...

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 ...

The RSPCA was typically perceived by Australians as a charity with smiling inspectors which helped cute animals, but the overwhelming air of positivity also contributed to a popular lethargy, with a p

PG was an iconic British teabag brand, but the impact of its advertising had gradually been fading, not least because it had struggled to devise a creative idea which was as funny, topical and relevan

Heart attacks kill 94,000 people a year in the UK. Many of those deaths are caused by "patient delay" - where people having a heart attack fail to call 999 immediately. The problem is that p ...

Air Action Vigorsol was the best-selling chewing gum brand in Italy, a position it had enjoyed for a number of years. Like every other chewing gum market, the category in Italy was largely impulse-dri

Amongst oral care brands in Europe, the gum care segment was underdeveloped, accounting for only 7%. However, 48% of adults claim to suffer from bleeding gums, but the general perception is that this ...

Nespresso created the portioned coffee system in the mid-eighties. Central to their business model is gaining Club Members who purchase a machine to make the coffee, thereby becoming long term custom ...

This word of mouth campaign aimed to differentiate AEG-Electrolux from competing white goods brands in a category where consumers are only active in the market at very long intervals, and only feel li ...

The V&A was running the Cold War Modern Exhibition - a retrospective of Cold War living encompassing architecture, art/film, design and politics - from September 2008 to January 2009. The exhibition h ...