Subject Index
 

Schwartz has a heritage in herbs and spices, but also produces a huge range of sauces and dry sachet mixes, priding itself on its twin attributes of quality and authenticity. However, research carried ...

Fairy had enjoyed a dominant position in the Iberian market, but was finding itself increasingly under threat from cheaper alternatives, and particularly private label brands. The challenge was to att ...

The household cleaning brand Monsieur Propre (know as Don Limpio in Spain) sought to boost its position in its core French and Spanish markets by challenging the advertising conventions of its categor ...

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 ...

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 20 ...

Premium paper towel brand Handee was the market leader in New Zealand, but had failed to communicate a consistent brand message at a time when its competitors were investing heavily in their brands. P ...

La Parisienne had a strong reputation in Quebec as a bleach brand, and introduced a new liquid detergent extension in the region in 1998. Despite the fact it was in a growing market, however, quantita ...

Unilever launched Lipton Sizzle & Stir - a dry dinner mix to which consumers only needed to add meat - in the US in 1999. By 2000, it had $30 million of sales. However, Unilever wanted to achieve $40 ...

Stanley Steemer International, Inc., a carpet-cleaning service with franchises across the United States, began seeing sales declines in 2002. Wanting to change its marketing profile to address these d ...

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 ...

By the 1990s Sears, Roebuck & Co. Company, a massive retail chain selling thousands of products, was in serious trouble from the loss of market share to big-box stores such as Wal-Mart, Targe ...

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 ...

In 2003 the Procter & Gamble Company felt that its Daz laundry detergent, the number four brand in its category in the United Kingdom, had become outdated, thanks in no small part to a long-r ...

In 2004, Dreyers Grand Ice Cream, owned by Nestle, relaunched its existing product into a largely stagnant market. With less fat and richer taste it aimed to target health conscious consumers while ma ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

In 1999-2003, Wall's adopted a new business model which involved launching four new premium price varieties, but decline had set in by end 2003. It was decided that brand consistency was required, in ...

Following eight years of declining market share, Daz embarked on a campaign from 2002-04 to reinvigorate the brand. The aim was to re-connect with the brand's target market of young working-class mo ...

This short account shows how a UK promotion was adapted to the Irish market to drive loyalty and affinity to the Persil brand by offering primary schools a range of arts and craft materials in exchang ...

After inventing the dishwasher detergent market in the 1970s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands b ...

Wattie's first launched baked beans 60 years ago, and has for decades been a staple part of the Kiwi eating repertoire. Over time, however, the Baked Beans category has stagnated as more modern snack ...

Just Juice has been around for 25 years, and yet continues to grow and demand a premium, and is the second most recalled beverage brand in New Zealand - second only to Coke. To cement its position, th ...

The Bathroom Moments campaign has transformed Angel Soft from a by-stander to a true competitor in the TP wars. The challenge was daunting, as Charmin has dominated the category for over 20 years. The ...

This paper provides a simple example of how an educational campaign can be used to change years of ingrained consumer behaviour. For decades, Scots have been cooking pork joints in tin foil, causing t ...

This paper shows how clever media thinking in the final year of Velux Roof Window’s “Toys” campaign enabled brand awareness to increase by 8% points, sales of windows to increase by 9% and sales of bl ...

This campaign for Harpic aimed to transform brand communication, which had hitherto been presented in a wholly functional way. Sales were failing because women worldwide did not identify with this app ...

This paper describes a campaign for Transport for London (TfL) to persuade car drivers to make more journeys by bus. The key insights were to show that buses were more convenient for local journeys, a ...

The potato crisp market is highly competitive so in the early 1990s, the New Zealand-based company Bluebird Foods launched a grain-based snack called Grainwaves. It performed well but in 2002 it hit ...

Just Juice was a brand in a category being squeezed by heavy discounting, meaning it had to radically rethink what it did. It launched Just Juice Bubbles, taking the brand out of juice and into the co ...

This paper describes how in 2005 Farmers in New Zealand extended their Red Dot fashion promotion to encompass all categories storewide and nationwide. The effect was to more than double the 20% promp ...