Warc index
 

Atta (flour) is a staple ingredient in Asian meals and even the most basic meal in an Asian household includes chappatis, which are often made using unhealthy white flour. Most South Asian families re

The California Milk Processor Board campaign (2008) to persuade Hispanic mothers in California to drink an extra glass of milk a day. Research (described) found a possible gap: the calcium in milk may

A 2007-8 launch campaign for the redesigned Toyota Camry (midsize passenger car), directed especially to Afro-Americans. Objective: change perceptions that it is a boring car. A segmentation study (de

A 2008 campaign for TV channel USA Network promoting a new series 'In Plain Sight'. Pre-campaign research (described) helped to develop the campaign, and continuous tracking during the 6 months while

A 2007-8 campaign for Honey Nut Cheerios (General Mills), aimed at closing their share gap in the Hispanic market. Hispanics tend to think that food eaten for health reasons would not taste good: the

This is a campaign (2008?) for Evercare (Ovations) health insurance for seniors, addressed to the US Hispanic population. Objectives: raise awareness and educate; raise interest by generating leads. T

A 2008 campaign for Bank of America (BAC) directed to (largely under-banked) Hispanics: 'Hacia Adelante', a continuation of the 2007 campaign. Objective: to position BAC as an enabler, providing consu

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 assignment called for changing the perception of State Farm among Hispanics from “not in tune and too expensive” to one of “being there” to support them and save them money – the necessary first s ...

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. ...

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 ...

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to educatio ...

To promote the new Nissan Altima, the auto company established a campaign idea that sought to produce a direct connection with consumers. Mock sets of keys were left behind in venues for consumers to ...

The full size pickup sector is one of the highest volume segments in the Hispanic market. It is also traditionally dominated by domestic brands. As such, while Toyota leads the Hispanic market in term ...

Attitudes towards mental illness in New Zealand, as in much of the rest of the world, frequently took the form of denial, disinterest or even discrimination, driven through a lack understanding and ne ...

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 ...

In 2005, established cereal brand, Cheerios, decided to extend their reach into the hitherto unexploited US Hispanic sector, a large, previously untapped, market. Cheerios brand equity is nurturing,

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 ...