Warc index
 

This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym

Despite buying Bauer some ten years before, by 2005 it was clear that Nike's formula approach to sports marketing was not working in the hockey category where it was still consider an outsider by hock

Coca-Cola wanted to strengthen its appeal in Brazilian bars where beer was the popular drinking choice. It developed an idea to spark debate across the soccer-mad country, by exploiting the age-old sp ...

A 2007-8 Campaign for the National Basketball Association (NBA) to reverse decline in television viewing (which impacts on fan engagement, ticket sales, sponsorship, merchandising etc.) Core target: m

While the competition was heavily outspending Nike Bauer with ad campaigns that put pro players on pedestals, Nike Bauer instead built a movement for itself that began with a six-week immersion into t ...

Facing a shrinking pool of customers due to economic and distribution challenges and strong competition from industry leaders Mercury and Yamaha, Evinrude needed to find a new, more meaningful point o ...

Skepticism of pro sports was rampant when Minnesota hockey fans had their team, the North Stars, stolen by Dallas. To launch a new team, the fans' passion became the focus as another community was cre ...

This paper discusses a campaign for Nike which aimed to connect the brand with a new audience in a new way. Nike had developed a new range of kit focusing on the area of small-sided football, which ha

Over the past three years, Lucozade Sport has doubled in size, largely as a result of its stated aim of engaging a smaller group of consumers in in-depth conversations. Research revealed that the grea ...

In 2006, Monday Night Football (MNF) moved to ESPN after 36 years on ABC. The challenge for communications was to preserve the importance of the event among football fans, while also celebrating the m ...

Nike Bauer was being severely out-spent by Reebok, its major competitor in the hockey market. As it could not compete in financial terms, the brand aimed to make an emotional connection with consumers ...

E.ON entered the UK energy market in June 2007. The brand enjoys high levels of prompted awareness, and is perceived by consumers as being more innovative, more accessible, more energetic and warmer t ...

DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...

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 ...

Thomas Cook is the third largest vertically integrated travel group in the UK and Ireland, with its own travel sales channels, tour operations and airline. In August 2003, it became Main Sponsor of Ma ...

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx. Therefore, FedEx had ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

This case study discusses Amstel's sponsorship of the UEFA Champions League (UCL), providing evidence that if a brand owner is prepared to walk in the shoes (or, in this case, boots) of the rights hol ...

Cable TV channel ESPN, premiered Monday Night Football (MNF) in 2006, having taken it over from ABC, who had run it for the last 36 years. With the loss of non-cable subscribers who could no longer r

This 2006 campaign by Amalgamated Holdings aimed to promote the ski centre of Thredbo during the worst-ever snow season. The objective was to persuade skiers (and particularly those of an adventurous ...

This paper discusses a campaign for Skins, an athletic brand designed to improve blood circulation and reduce build-up of lactic acid (which makes muscles ache after exercise). The marketing objective ...

Although the Coca-Cola Company was well known for its carbonated-soft-drink brands, by the late 1980s a different type of beverage was attracting consumers and capturing a rapidly increasing market sh ...

This small-scale campaign, running from 2005-06, aimed to make Manchester City Football Club more like a brand. The club needed to fill a larger stadium, and in order to achieve this, the campaign tar ...

Australia's National Soccer League was failing. In response, the government commissioned the Crawford report in 2003, which exposed a corrupt and dysfunctional administration and a poor public image, ...

In 2004, adidas launched a new brand voice to capture the hearts and minds of sport lovers. The brand saw significant gains in key measures and massive increases in website traffic. The campaign tappe ...

A British Lions rugby tour is unlike any other. While international sides usually arrive with a plane load of supporters, the Lions invade with more than 40,000 red uniformed fans, armed with well pra ...

Quantum had one chance to get it right with its new line of Performance tunes (PT) products. By focusing on the unique story of how these products came to be, they were able to differentiate themselve ...