Warc index
 

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. Philips’ electric shavers, perceived as the choice of middle aged men, were losing sha ...

In 2007, when UK law changed to allow the advertising of gaming and betting services, the bookmaker Ladbrokes wanted to understand whether or not to invest in advertising for the first time. Through a

Wilkinson Sword wanted to announce their first-time sponsorship of Movember, a Men’s health charity that encourages men to raise money for the fight against prostate cancer by growing a moustache. Rat ...

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 Canadian Club whisky. Objectives: stem brand's long-term decline; build awareness and consideration. Research (described) revealed that brand had an old-fashioned image, and that

Axe shower gel faced a challenge that communications alone couldn’t solve. While guys loved the brand, they were still using their grandpa’s bar soap, and nothing could get them to give it up. So the ...

The challenge was to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spending, the brand needed a counter-category message ...

Old Spice has been a formidable presence in male grooming for over 70 years. But Axe’s invasion in 2002 dramatically changed the landscape. With its promise of sexual conquest, Axe became the cool kid ...

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 ...

Unique and ownable travel promotions are rare. To break through the clutter, Orbitz needed to find a way to hold true to its positioning of innovation while generating consumer engagement and buzz. So ...

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 ...

In 2008, Procter & Gamble and its agency set out to relaunch Old Spice’s Hair & Body Wash. Research revealed that many guys were alienated by overcomplicated or overly feminine products on the ...

Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irre ...

"Halo 3 Believe" set out to have the biggest opening sales in the entertainment industry by deploying a cross-platform approach to story-telling. This phased campaign by McCann Erickson cent ...

In this campaign by Mother, Stella Artois 4% aimed to break out from its usual rural brand imagery and distinguish itself from other 4% lagers. It opted for a Sixties French Riviera context in film an

Sony Australia wanted to market its Sony Net Share cam product to young Australians. Working with Saatchi & Saatchi, it arranged for Hugh Thomas, a popular YouTube poster, to use the product, and ...

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

Teenage guys account for a big proportion of Lynx's sales, and the company has typically appealed to this audience through the promise of helping them in the mating game. The rise of social networks,

This paper details how "Keep Walking", the global campaign for Johnnie Walker, was adapted for the Chinese market. China presented a great challenge to the brand, as the culture there was ve ...

In 2007, Axe successfully launched in Japan. But while the brand recruited lots of users, post-launch research showed that guys in Japan only sprayed it a few times a week - about half as often as use

In spite of a general face care market saturation, Beiersdorf wanted to launch a new anti-wrinkle cream in Germany and France. Nivea for men DNAge was to be a direct challenge to L’Oreal Men Expert w ...

During 2007, Snickers value sales were lagging in Europe; also the communications in Belgium, Ireland, the Netherlands, Portugal, Switzerland and the UK were uncoordinated. An overall strategy was co ...

In 2007, BMW’s premium attributes of sportiness and dynamism were under direct attack from Audi, who were successfully encroaching on their markets in France, Germany and Italy. To regain pole positi ...

Philip’s, once the world leader in the electric shaver market, faced major problems by the millennium, because the majority of their target market of young men shaved with blades – Gillette’s domain. ...

Since 2004, long established blended whisky brand, J&B, faced noticeable downward sales trends in Turkey and Belgium. At the same time, they wanted to cultivate potential growth markets in Cyprus and ...

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

Van Gils was a strong formal menswear brand of the 1980s, but has since fallen into decline. In an effort to reverse this trend, a word of mouth campaign was developed based around the core theme that ...

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to educatio ...

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 ...

Johnnie Walker has an almost unparalleled global reach, but - in spite of its title as 'The world's most popular whisky' - had also hit a sales decline, with its market share beginning to fall. The 'K ...