Warc index
 

Bottled water sales had hit Brita, the water filter company. A PR-led campaign which eventually encompassed television and newspaper advertising helped it hit back by claiming the environmental high g ...

In late 2008, Doritos wanted to reintroduce two flavors that had been discontinued in the 1980s - Taco and Four Cheese. With a minimal budget, and a solely digital brief, a distinctive strategy would

In 2007, Frito-Lay wanted to reposition Cheetos as a product that was relevant to an adult audience, having committed to stop marketing the brand to children. Many older consumers who loved Cheetos ha

Despite the fact the Great Barrier Reef was a world-heritage listed Natural Wonder of the World, the 'islands' of the region were relatively unknown. This campaign aimed to drive international interes

A 2008 campaign for TV channel USA Network promoting a new series 'In Plain Sight'. Pre-campaign research (described) helped to develop the campaign, and continuous tracking during the 6 months while

A campaign (2008) for Nabob coffee, which had been suffering sales volume and share declines due to a lack of relevance, point of differentiation and increasing competition in the Canadian coffee mark

Erbert & Gerbert’s, a regional 46-store sub chain, was outmatched and outspent by marketing behemoths such as Subway. E&G faced a difficult position -- evolve or starve. With a fresh brand exp ...

By 2008, the Mini Cooper, while iconic and endearing, was becoming far less edgy, especially in cities where you might see 20 or more in a day. The launch of the Clubman model, a stretched-outversion ...

The aim of this campaign was to launch a hip-hop album that competes with the major label releases, using only a tiny, independent-label marketing budget. The objectives were to engage fans in the mar ...

Young Brazilians make up Coca-Cola's largest consumer base and have the greatest influence on the brand image. It is important to stay connected to this group and music plays a large part. Sponsoring ...

A long-standing green shoe brand, Simple's success was threatened by the green consumer revolution as other brands jumped on the bandwagon and made Simple one of many. It needed to articulate why it c ...

For this campaign for skin cancer charity, Skcin, McCann Erickson created a hoax online product targeting obsessed “tanorexics” at risk from harmful over-exposure to sunbeds. The agency used PR and vi

Nokia was under-performing in key markets including Russia, China, Brazil and the UK, and it was imperative the launch of the Supernova helped redress this trend. The company thus aimed to get to know

Barclays owned five wealth management businesses in a category with little brand differentiation. Merging these into one unit, Barclays Wealth, made promoting it easier as a single defensible brand. ...

From 2003-05, MasterCard invested heavily in the UK behind its long-running 'Priceless' campaign. This resulted in an increase in its share of the credit card market from 31% to 39% (in terms of the t ...

When launching its Yaris model in South Africa, Toyota wanted to attract a new, younger audience to its brand without neglecting its core, traditional older audience. The promise and personality for t ...

Cadbury is one of Britain's best-known chocolate brands. In 2007, Burton's Foods was looking to build its biscuit business, and decided to invest in advertising for Cadbury Milk Chocolate Digestives f ...

Over the last 20 years, the number of TV channels in the UK has increased dramatically, particularly since digital television has entered the mainstream. UKTVG2 was one of a large number of what could ...

In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative. Alongside launching new products to fill gap ...

A campaign (2006-7) for Lincoln luxury cars. Campaign objectives: improve opinion and consideration of brand, reverse decline and grow share, attract new buyers. Strategy: revitalise emotional connect

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

To ensure a successful relaunch MINI needed to re-mark its turf in two ways: increase retailer leads and test drives. MINI also faced another hurdle. It competes with a broad range of manufacturers an

While it's no longer realistic to spend almost an entire day at a spa once a month, the creators of Gee Beauty sought to modernize traditional grooming by introducing the concept of shorter and more f

In 2008, the Heart & Stroke Foundation announced they were launching a new initiative called “The Heart Truth” to raise awareness of heart disease as the number 1 killer of Canadian women. The Bec ...

The main objective for Ben & Jerry's was to build brand awareness of 'peace, love & ice cream'. The campaign integrated a 360 degree below the line approach to reach the target group with their messag

IKEA and Intel collaborated to mutual benefit: IKEA wanted to make consumers aware of how digital technology could improve home environments and Intel wanted to embrace the “cocooning” trend of stayin

This article describes ABSOLUT’S campaign called ‘dance like no one’s watching’ to launch a limited edition gift pack, ABSOLUT DISCO, which would: drive brand awareness and trial and volume growth acr ...

This paper discusses the 2006 campaign for Pomegreat pomegranate juice. PR had proved successful in getting the brand talked about, especially in terms of its health benefits. Now an above the line me ...

This paper details the 2004 campaign to increase hotel occupancy and tourism in Glasgow by repositioning the city as a vibrant, stylish capital of style. It targeted a 'pyramid' of opinion leader audi ...

This Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-es ...