Warc index
 

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 ...

Supradyn, a global multivitamin brand, was suffering from stagnating growth with consumers only using the brand occasionally, typically when they felt tired. Planning needed to find a new way to frame ...

Special K needed to attract more women to meet its business objectives but its communication had hit a ceiling in relevance and affinity. It became clear that many women did not identify with the perf ...

Most loyal Andrex users were getting older. At the same time, younger women were not being brought into the brand (and so a decline in volume lay ahead, albeit somewhat distant).A new variant - Andrex ...

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

While Indian brides have traditionally been defined in terms of being self-sacrificing and dutiful, the seismic changes that have taken place in the country in recent years have rendered this image la

Dove was already an established deodorant brand in Europe when it launched its current campaign in 2003. The problem was to grow the category at a time when penetration was levelling off. The aim wa ...

Up to 2007, Clairol’s Nice ‘n Easy hair colourant had been a category leader in the UK and Ireland. However, facing 2008 with no new product news, the usual way to promote the brand, a fresh approach ...

By 2005, Lenor had established a brand within the fabric conditioner market, providing a perceived pleasurable experience, differentiating it from its more mundane competitors. However, in the UK and ...

FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8. The show follows the friendships, love ...

Safer Travel at Night is a partnership between the Mayor of London, Transport for London, and the Metropolitan Police. CABWISE is central to all communications, and aims to reduce the use of unlicense ...

At the end of 2007, Radley + Co, a manufacturer of luxury handbags, exchanged hands for £130 million - just two years after the company was purchased by private equity firm Phoenix for £42 million. Du ...

Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers. Research conducted by Unilever's Dove beauty brand showed t ...

From 2001-06, De Beers aimed to combat slowing sales in the mature, saturated US diamond market by adopting a new approach that focused on making an emotional connection with women. In doing so, it so ...

Launched in 1999, Activia is a yoghurt brand which contains a probiotic culture with digestive benefits. In three and a half years, Activia went from being a niche brand worth £26.3 million a year to ...

For the past 20 years, anti-ageing has been the largest and fastest-growing segment of the beauty market, largely based on the premise of tying youth to beauty. Dove, however, sought to break category ...