Subject Index
 

This paper discusses the recruitment and image campaign run in 2005-06 by the Police Service of Northern Ireland (PSNI). It was important for the PSNI to attract community leaders and ethnic minoritie ...

This Grand Prix-winning paper details the campaign for the Metropolitan Police's 'Trident' initiative, which aimed to tackle gun crime in London's black community. The objectives were to raise gun cri ...

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 ...

Despite the calcium benefits of milk being known in the Californian area, sales were being outstripped by alternative products claiming to offer more. With the large Hispanic population (standing at 3 ...

Tyson Foods’ mission is to proudly power the world with their chicken, beef, and pork products. Tyson’s “Powered By” campaign leverages cultural cues, humor, and love of family, to demonstrate that Ty ...

Memory of Dr. Martin Luther King Jr., and the civil rights struggle in the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason fo ...

Clorox wanted to reduce brand gaps in the Hispanic market as compared with the general market (brand awareness, key attributes, category share). The Sweet World campaign illustrated how to a toddler e ...

Mundo Yaris is a world specifically designed for young, bi-cultural Latinos. A world built on their core values of nontraditionalism, multiculturalism, experimentalism and creativity. Not only could t ...

The “Infiniti in black” campaign was the first African-American marketing effort by Infiniti. The campaign married five African-American visionary artists with Infiniti vehicles. The campaign worked t ...

Diabetes UK's Measure-Up campaign aimed to increase awareness among people who may have diabetes but don't know it. The campaign followed research by IpsosMORI which indicated that only one in five pe ...

In 1998, the Metropolitan Police initiated the Trident initiative in an effort to tackle rising gun crime in London's black community. The campaign aimed to demonstrate the dangers of carrying a gun t ...

Beginning April 10, 1996, The Village Voice—a liberal New York newspaper expressing the concerns of intellectual and political freedom—was distributed free throughout Manhattan in an att ...

Having acquired the beef producer IBP, Tyson Foods, the world's largest chicken producer, found it necessary to rebrand itself to offer a clear message. Through the common linking factor of protein, a ...

Under pressure from low price insurance companies such as GEICO, State Farm Mutual launched a campaign in 2004 to retrieve lost market share. Alongside ad agency DDB Chicago, the “True Stories” campai ...

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the t ...

With the popularity of video games infringing upon the children's-toy industry, the largest toy manufacturers reported that the maximum age of children playing with toys dropped from 12 years o ...

In the late 1990s Jack, the clown spokesman for Jack in the Box restaurants, was at the center of a comeback for the fast-food chain. Jack in the Box had used a clown as its mascot until 1980. In that ...

Chevrolet was a division of the General Motors Corporation (GM), the largest car manufacturer in the United States. Long facing pressure from Japanese automakers such as Toyota, the company decided to ...

Church's Chicken, owned by AFC Enterprises, had a reputation for serving traditional Southern-fried chicken as well as other Southern favorites, such as fried okra and biscuits with honey. But ...

In 1996, American Express launched a new advertising campaign to address its declining market share to its main competitors Visa and Mastercard. The campaign “Do More” hoped to alter the position of A ...

America Online, Inc. (AOL) emerged in the 1990s as the largest Internet service provider (ISP) in the United States, a feat it accomplished in large measure through the mass distribution of start-up C ...

Dunkin' Donuts, the wholly owned subsidiary of the United Kingdom-based Allied Domecq PLC, reigned in 2000 as the world's largest coffee-and-baked-goods chain. With 3,500 outlets and $2 ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

In February 2005, Mountain Dew launched the 'Go' campaign to drive relevance of the brand with multicultural teens, as a majority of Dew volume losses were coming from urban markets. To do this, the c ...

KFC created a TV campaign to reverse declining sales in Inner City/Urban stores. This campaign executed KFC's core brand idea, 'celebrate authentic taste' in a way that formed a connection with Africa ...

This paper is a demonstration of a communication strategy implemented based on insights gained that led to an international campaign, across six countries, for Rainbow evaporated milk taking it to the ...

“In the time it takes me to say this, you could win a limited edition WRX. Visit coke.co.nz for details.” The 2004 Coke XLR8 Promotion set a new standard in the implementation of a text marketing camp ...

The Uniroyal brand had not received marketing support during the previous two years. This campaign was focused on the Hispanic population of South Carolina and aimed at improving awareness, brand con ...

Discrimination in all its forms is an entrenched social problem. No single campaign can hope to undo the social attitudes formed out of decades of prejudice and intolerance. That said, all journeys mu ...

2002 campaign to launch BBC1Xtra, a new national digital radio station devoted to the UK black music scene. There was an obvious underserved youth audience. After investigation it became clear that si ...