Warc index
 

As a leading house brand, Nestle's Aero hasn't been able to compete against Cadbury's Dairy Milk nor Masterfood's Galaxy. People often have up to nine different chocolate bars that the alternate betwe ...

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 ...

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 ...

"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 ...

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 ...

Orange wanted to deepen its engagement with the youth market, but while the mobile phone was an essential part of the lives of this age-group, they were hard to reach in a manner that was both authent

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

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

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

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

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 ...

STA Travel had a good reputation, but also suffered from the mistaken perception that it could only be used by people under the age of 26. This word of mouth campaign thus aimed to spread engaging con ...

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 ...

Traditionally, O2 have been popular amongst students, but Orange had launched a highly successful campaign helping it to leapfrog the brand into first place. This word of mouth campaign aimed to win b ...

This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign. The aim of the campaign was to drive volume trial and sustai ...

In 2005, PC marketing constituted a dry, rational communications landscape. At that time, HP was also struggling following its merger with Compaq, and there was speculation it might even exit the busi ...

At the start of 2007, Dairy Milk was entering its third year of decline. The traditional levers for fmcg growth - range extension and promotion - were at saturation point. Investigation into declini ...

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 ...

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 ...

Seatbelt wearing rates in both Northern Ireland and the Republic of Ireland have historically been lower than Great Britain. The challenge was thus to increase seatbelt compliance, and thereby reduce ...

In 2005, KFC was facing a declining market, a hostile media environment and an increasing national obsession with childhood obesity and healthy-eating. As a result, the brand was losing penetration, s ...

Acquisitive crime such as burglary and robbery costs Britain some £9.5 billion a year. Ethnographic research provided the inspiration for a strategy that reflected the way offenders really see their v ...

The mobile phone handset market is one of the most competitive and hardest fought in Europe. Sony Ericsson sought to make inroads in Poland and Russia, both of which were dominated by Nokia. The launc ...

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

McDonald's wanted to increase its local relevance in Germany and Austria, while focusing on food and fun. This formed part of an overall strategy to build local platforms that could drive both brand a ...

In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...

Doritos wanted to regain relevance with its target audience - 16-24 year old - in a way that would be regarded by the age group as authentic. To achieve this, it wanted to engage this audience in a wa ...

The US pizza category was witnessing flat to negative growth rates, largely because the proliferation of price promotions had commoditized the tactic and reduced consumer response levels. Domino's new ...

Sony was caught flat-footed when the TV category shifted to flat panel. An also-ran with no production capacity, it was forced to produce the Bravia on the same line as Samsung in its attempt to overc ...