Warc index
 

Stouffer's is an iconic American brand, but since the 1980's its role had shifted from 'working women's trusted frozen friend' to 'passé dinnertime fixture'. Stouffer's set about reigniting its i ...

By 2005, Lenor had established a brand within the fabric conditioner market, providing a perceived pleasurable experience, differentiating it from its more mundane competitors. However, in the UK and ...

Iceland's sponsorship of I'm A Celebrity, Get Me Out of Here aimed to connect the brand's target audience with a wide-ranging creative and media strategy. The relationship between the company and the ...

Over the last 40 years, Fairy Liquid has achieved market share and penetration figures that are unheard of in other market sectors. It is also an iconic UK brand with a strong advertising heritage. By ...

Dero is an unashamedly Romanian brand. In the past, this meant being a state-owned generic offering (hence the fact its name derives from Detergent Romania); now it embraces a more aspirational and op ...

Morrisons was founded more than a century ago, with its roots in West Yorkshire. When Sir Ken Morrison took over the family business, he built it into the north of England's biggest supermarket. In 20 ...

The 'Try something new today' campaign for Sainsbury's had two primary goals: delivering an additional £2.5 billion in revenue, and helping Sainsbury's achieve a sales-led profit recovery after a peri ...

Lenor wanted to drive penetration of the concentrate format up by 15%, and steal share from Comfort, the category leader. Concentrate had two main product points - environmental sustainability and pro ...

After 40 years of category leadership, Crest was surpassed by its arch rival Colgate with the launch of Colgate Total. With the aim of taking back top spot, Procter & Gamble launched Crest Pro-Health, ...

In its third Thanksgiving season, Jennie-O's Oven Ready Turkey launched a new campaign that aimed to show how it could provide perfect traditional turkey results without the traditional mess. The 'Loo ...

This article describes how astute marketing and powerful advertising not only helped Cottonelle survive the transition to Cashmere, but that it built positive momentum, despite the return of K-C's Cot

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 ...

Brawny paper towels, a familiar household brand since the 1970s, achieving awareness levels in excess of 90%, had become, by 2004, undifferentiated in a low-interest, commoditized category with no cle

For many years, Tide had enjoyed market leadership, but by 2003, competitors had reduced the brand to just one of many. Brand share was stagnant and household penetration was declining for the tenth

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 ...