Subject Index
 

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 ...

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 ...

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market. Rather than launch a premium brand - as many of it ...

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 ...

Kellogg's wanted to further broaden Special K's appeal in the burgeoning slimming market, ideally using a joined up international idea that would appeal to women around the world. A range of diet plan ...

Procter & Gamble's ThermaCare was a small player in the menstrual market. The product had been in a two-year decline, and lacked marketing support and shelf space, as well as operating at a price disa ...

The Chemistry.com dating website aimed to be a differentiated service from the major players in the website, match.com (which founded the category based on its subscribe and search model) and eHarmony ...

Dove made its first major foray into the beauty category in 2004 with The Campaign for Real Beauty, challenging widespread concepts of beauty and helping the brand gain $1.2 billion in value. It now w ...

The 2 SMRT 4U Internet Safety Campaign's had the main objective of increasing the awareness of internet risks among teenage females. The main message of the campaign was to encourage them to change th ...

A campaign (2007) for Arm & Hammer master brand (advertiser Church & Dwight). Objectives: support the breadth of the Arm & Hammer portfolio behind a common look and feel to build and extend brand equi

A 2007 campaign for SunChips multigrain snack (Frito-Lay). Objectives: grow penetration by attracting a wider user base; enhance brand values to become an iconic brand. Research (described) led to ide

A launch campaign (2007) for a TV mini-series, Tin Man (2007), on the Sci-Fi channel. Objectives: to increase awareness among users and non-users of the channel, attract new viewers, and appeal to bot

A campaign (2006-7) for the Diamond Trading Company (DTC). Business objective: incremental diamond jewellery sales increase in the US, $1bn by end 2007. Communication objective: refresh romantic appea

A 2007 launch campaign for Hostess 100 Calorie Snack Cakes. The brand was suffering competitively under social concerns about obesity and junk food. Business objectives: a better-for-you (BFY) Hostess

Tetley was the number one brand in the tea category, but with its brand personality firmly rooted in traditional black tea, it was neither prepared for nor positioned for the change that was sweeping

Despite consumer research showing that consumers preferred using SpongeTowels on a number of functional measures, Bounty - the market leader - continued to dominate consumer perceptions for quality an

SickKids, as a brand and institution, has been on a heroic journey. A pillar of the Toronto community for over 130 years, the Hospital for Sick Children decided in 2004 to re-brand and re-position its