Warc index
 

For nearly half a century, Simple has defined itself by what it is not - no colour, no perfume. However, as competitors have put increasing emphasis on ingredient led hyperbolic claims, Simple's reduc

Atta (flour) is a staple ingredient in Asian meals and even the most basic meal in an Asian household includes chappatis, which are often made using unhealthy white flour. Most South Asian families re

When traditional online tracking measures suggested that online display advertising was not cost efficient or effective, ancestry.co.uk an online genealogy site, faced a communications problem as the

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

This is not a traditional communications story about the impact of advertising, but is instead about how a brand was able to take back some control using its website to protect brand assets in an onli

Life changing decisions are never made lightly and to motivate two thousand five hundred people to physically act with a view to choosing or changing their career ultimately creating 1000 new employee

Cervical screening is one of the most preventable cancers - without effective screening it would claim the lives of a further 250 Kiwi women each year. This campaign was the first ever national cervic

New World is at the full-service, premium end of the supermarket spectrum but in 2008 this became the worst place to be. Consumers quickly reacted to the recession, changing their grocery behaviour ov

Desperate to take advantage of the fast-growing mayonnaise category, Heinz developed a new premium product called Seriously Good Mayonnaise, to directly compete with Best Foods who had a 60% market sh

adidas Jersey Swap started life as a simple POS brief - but at a time when people are counting their pennies and interest in the game is dwindling it was recognized that something bigger needed to be

In early 2009, Ford was faced with the proposition of launching a new vehicle, the new Fiesta, which has been globally touted as the product that will "save the [Ford] empire", to a declining market i

Over the past 28 years Westpac and the Rescue Helicopter Service (Choppers) have built a strong, mutually beneficial relationship. In the past five years, the additional efforts of Westpac to drive do

This campaign recognised an opportunity to create a style blog about Michelle Obama. The US election result significantly boosted traffic, and the site has become revenue-generated and precipitated a ...

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 ...

The beauty category seemed to be caught in a cycle of increasing self-importance and brands attempting to “out-innovate” each other, leaving women disconnected and, often, feeling worse about themselv ...

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and ...

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 ...

This paper tells the success story of Radley handbags (2007). A brief history of the company is given; the company was acquired by a private equity firm, Phoenix Equity Partners, in 2006 for £42 milli

The California Milk Processor Board campaign (2008) to persuade Hispanic mothers in California to drink an extra glass of milk a day. Research (described) found a possible gap: the calcium in milk may

A 2007-8 launch campaign for the redesigned Toyota Camry (midsize passenger car), directed especially to Afro-Americans. Objective: change perceptions that it is a boring car. A segmentation study (de

This paper tells the story of the ground-breaking Dove 'real beauty' campaign from 2003 to 2007. Dove decided to break not just the rules of its category but also of the wider culture in which we live

A launch campaign (2007-8) for CoverGirl Lashblast Mascara. Research (described) led to key insight: big lashes which need a big brush. Objective: to drive awareness and trial among females, ages 15-5

Consumers have always thought of Armstrong as a trusted flooring company but were unaware of all the product forms Armstrong offers. Moreover, laminate floors were typically considered to be an inferi ...

Throughout the first half of the 2000s, mammogram numbers dropped at an alarming rate. Crusades by public figures failed to reverse the trend. Clarian Health made it its mission to reach women at risk ...

In spring 2008, Electrolux, known for vacuum cleaners, introduced a new kitchen appliance line in North America, a cluttered category with brands such as LG, GE and Samsung. A multimedia campaign with ...

Nintendo DS faced a sales plateau if it didn’t broaden its loyal, but saturated base of hardcore gamers. It was clearly time to tap into a new but unlikely target - young women. However, their views o ...

Christmas 2008 was like no other for luxury marketers and there seemed no good way to broach the subject of buying a diamond in a recession. Instead communications would be to protect romance and fant ...

Kimberly-Clark wanted to increase usage of Viva paper towels, moving the brand beyond being a product simply for mopping up spills, to one that could help with active cleaning. Research revealed it wo

Berlei went on a mission to 'uplift' the women of Australia by getting them in the right sized bra. The distinctive bra fitting bus, supported by its own local area marketing campaign, travelled down

High cholesterol affects up to 50% of the adult population in Australia, but few of them are aware they have the condition. Pfizer Australia wanted to persuade the Australian population that having a