Warc index
 

This paper explains how children's food brand, Ella's Kitchen's, was able to advertise exclusively on Nickleodeon without committing to spend upfront by forming a partnership with Viacom Brand Solutio

Nutella could be seen as a popular part of the breakfast ritual in many countries, but in the UK the brand faced a problem as many Mums saw it as a chocolate spread and classed it as a treat rather th

Knorr faced a challenge when it launched its new Knorr Stock Pot: communications needed to convince a seemingly happy stock cube user to trade-up to the new product while minimising cannibilisation of

It has been predicted that more than half of all adults in the UK will be obese by 2050, putting them at greater risk of ill health. However, research has revealed that many parents either do not view

For the 2008 Back to School season, OfficeMax planned to focus on a new audience, shifting its emphasis away from children and “tweens” to women in the workplace. These women, who are also moms, carry ...

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 ...

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

In the 1960s and ‘70s, Canadian Club was the No. 1 whisky in America. But now Canadian Club is as untrendy as a brand could be. Guys say scornfully, “That’s what my Dad drank.” To get people to rethin ...

Pull-Ups were losing household penetration due to the financial crisis and the accompanying anxiety. To combat this, they looked to create a light-hearted ritual to take the stress out of potty-traini ...

Fairy Non-Bio was a well-known brand, holding a safe number two position in its category, but also registering largely static rates of growth. In formulating a new campaign, it was decided to utilise ...

Seatbelt wearing rates in both Northern Ireland and the Republic of Ireland have historically been lower than Great Britain. The challenge was thus to increase seatbelt compliance, and thereby reduce ...

Marmite - owned by Unilever - is often seen by its users more as a national institution than a brand. Up until 2005, Unilever had been able to deliver brand growth by increasing penetration, but this ...

This article describes an award-winning, low-cost campaign for Fab. Before the campaign, Fab was a declining lollipop brand in a weak market. The proposition was to 'make Fab fun again', appealing bot ...

The prevalence of autism has drastically increased, but parents often lack knowledge about the disorder. Autism Speaks wanted to raise awareness of the condition and educate parents about the prevalen ...

Canon was seeking to establish a market leading position in the digital camera market. To do so, it faced not only stiff competition from lower-priced rivals, but a market that was subject to the incr ...

Mayfield Dairy was operating in a category in decline, and in which prices were rapidly rising. In an effort to overcome possible losses in other areas, the company launched Nurture, a premium milk fo ...

Gerber's range of toddler foods were experiencing year-on-year growth rates of 15%, but the company felt it could expand its share of the market, as penetration of its 'third' stage products only reac ...

Upon its original launch in 1996, the Tickle Me Elmo became a surprise success through a combination of word-of-mouth, celebrity enthusiasm and unexpected shortages. A campaign to celebrate the tenth ...

A campaign (2007) for Arm & Hammer master brand (advertiser Church & Dwight). Objectives: support the breadth of the Arm & Hammer portfolio behind a common look and feel to build and exten ...

Some 83 million people in the US and UK fall into 'Generation Y' - that is, young adults born in the 1980s and early 1990s. While this group is highly attractive to marketers in the £500 billion globa ...

SickKids, as a brand and institution, has been on a heroic journey. A pillar of the Toronto community for over 130 years, the Hospital for Sick Children decided in 2004 to re-brand and re-position its

Scotiabank had historically lagged other major financial institutions in its segment. A compelling way to convince consumers that Scotiabank understood investing and was the bank worth investigating w

In the last five years Pillsbury had used advertising adapted from the US (due to similar products and demographics). Results had been closely aligned to population growth. The challenge was to find a

Canadians face a crisis, with more than half of them considered overweight and inactive. With the statistics getting worse, they needed an adrenaline injection. Through renewed government funding, tha

Tegel, a New Zealand supplier of chicken and turkey products, knew that it enjoyed strong levels of awareness, but also saw that sales for items such as chicken tenders and chicken burgers were being ...

Getting people to moderate their drinking behaviour is a huge task. According to research, the major obstacles to changing behaviour include the fact that people enjoy drinking (and getting drunk), an ...

The link between Robinsons and Wimbledon is one of the most enduring associations in sports sponsorship, extending to over 70 years. Wimbledon plays a key role for the brand: every year, the Champions ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This paper details the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen. It was made up of two stages: the first sought to involve the community, and the second too ...

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006. The first phase, on TV, raised awareness. A later press campaign targeted mothers, and a majo ...