Subject Index
 

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 ...

With the "Incredible Dogs" marketing campaign—a broad effort that included advertisements, an essay competition, and canine athletic events—Ralston Purina Company encourage ...

Tidy Cat was the established U.S. leader among cat-litter brands in the 1990s, but a new wave of product innovations claiming to enhance the odor-controlling properties of cat litter resulted in ...

Whiskas, a cat-food brand in Mars, Inc.'s Masterfoods USA division, was the world's leading cat food. Its sales performance and brand identity was inconsistent from nation to nation, h ...

After experiencing years of success in Europe, the high-priced, British-made Dyson vacuum began appearing in the United States in 2002 during a time of recession and a waning U.S. vacuum industry. Nev ...

The Dogs Trust (formerly the National Canine Defence League) is the UK's largest dog welfare charity. As part of its strategy to cut destructions, the Trust invests heavily in encouraging dog owners t ...

This paper describes the long-running campaign for Felix cat food. By 'tapping into people's real relationships with their cats', and sticking to it, Felix came from nowhere in 1988 to rival Whiskas f ...

Since 1995, a consistent advertising campaign has propelled Bakers from an unknown brand to the second largest brand of dog food. Average growth has been 32% year-on-year, driving the growth of the dr ...

Activia Yogurt from Danone launched in Quebec in June 2004 and in English Canada in January 2005. 2005 ended extremely well: sales surpassed all projections, and the national market share reached 5.2% ...

The first of our joint Grand Prix winners is a classic long-term success story. Using a single, consistent advertising campaign over a 10-year period, Bakers has risen from obscurity to become the UK’ ...

This campaign re-branded Pedigree dog food, which had lost distinctiveness and was failing to counter the health claims of dry dog food. A study among dog owners revealed that they really love their d ...

Whiskas needed some sleek brand communications to steer it back into growth mode. Its dry variant, Whiskas VitaBites, faced an onslaught of competitive launches, all backed by significant above-thelin ...

What does it take to own a market position? How does a brand do this while defending itself in a rapidly evolving marketplace? These were the questions facing Effem Inc. and Whiskas in early 2003. Thi ...

Up until 1998 Tidy Cat was a large but undifferentiated cat litter brand, vulnerable to attack from brands with a perceived performance advantage. Based on sales data and consumer insight Tidy Cat dec ...

The study reports that the brand was under attack from an aggressive new entrant to the market. The creative strategy is described as repositioning the brand beyond animal health to household health. ...

As a Complete Dry Dog Food (CDDF) specialist, Edward Bakers Petfoods’ (EBP) strategy was to facilitate sector growth, stealing share from canned dog foods. Its long-term mission was to be the number o ...

The pet food aisle is a marketing battlefield where consumers had been conditioned to buy on price and palatability. Iams entry into grocery had to change the game and convince the pet loving populat ...

Updates a previous Award paper (1996) which describes how an original black and white TV campaign helped Felix to grow penetration to become the no. 2 catfood brand by 1995. The next task was to wrest ...