Warc index
 

Rolling Rock was losing loyal drinkers because of a controversy stemming from the purchase of the brand by Anheuser-Busch. In the beer market, the conversation that surrounds a beer is sometimes more ...

Wrigley is the long-term leader of the gum category with a stable of big brands, but the company wanted a product that dominated both in terms of sales and in the strong bond it had with consumers. Or ...

In 2006, Perrier's US volume had been hit by years of steady decline, and its business had been reduced to a small group of suburban loyalists left over from the 1980s. Marketing was minimal, and prim ...

By 2007, Doritos had been suffering a period of declining sales and growth. During this time, the brand had been using inconsistent marketing strategies and messages, meaning that it had become increa ...

Leading up to opening night, ticket sales for the play Cuttin' Up - based around an African-American barbershop - were well below projections. The Alliance Theatre in Atlanta needed a marketing strate ...

Over time, the PC has become a commodity to be sold on 'speeds and feeds'. HP was locked in a price war with Dell that it could never win: as such, it needed to try and shake up the status quo of the ...

Carlo Rossi's user base was in decline, as its traditional target consumer - middle-aged and middle-class wine drinkers - shifted away from drinking jug wine to more expensive foreign options; younger ...

Some 83 million people in the US and UK fall into 'Generation Y' - that is, young adults born in the 1980s and early 1990s. While this group is highly attractive to marketers in the £500 billion globa ...

Les Rôtisseries St-Hubert, is a well-known Canadian restaurant chain. However by 2003, the threat of competition prompted St-Hubert to re-think its marketing strategy to protect its leadership. T ...

A little more than a decade after the wide-scale launch of mobile phones to consumers, the landscape was dominated by three major players and a large number of smaller ones. The appetite for wireless

Grolsch required a new and innovative approach to increase sponsor awareness and brand involvement among a younger target group. Lowlands, the leading alternative pop festival in the Benelux, was sele ...

The article describes a campaign, by Austrian Railway Company ÖBB, to motivate young people to travel by train in their summer holidays. A hero was created, the Canadian Indian 'Howling Heoro Keese',

Argos wanted to establish (and re-position) themselves as a 'one stop online shop' for all their Christmas needs. The campaign aim was to engage the audience creatively, with content that highlighted

As part of MTV's long-running “Staying Alive” campaign to increase HIV prevention by encouraging condom use, Ogilvy Amsterdam created an interactive game. “Knightmare the Game” was targeted at young p

McDonald's wanted to put the “fun” back into its Dutch outlets and grow sales of a premium priced Special Burger. In a campaign costing just under €1m, it created a winter sports theme for its menu an

This article describes ABSOLUT’S campaign called ‘dance like no one’s watching’ to launch a limited edition gift pack, ABSOLUT DISCO, which would: drive brand awareness and trial and volume growth acr ...

The main objective of Agis (health insurance company) was to grow the total young customers through the TakerCareNow! campaign. A triggering, teasing approach was needed to get the target group in tou

The article discusses a campaign that would primarily anchor an awareness of the Lotto brand among the younger target audience. The campaign aimed to be funny, cautioning people about the dangers of b

Tui was a popular regional beer brand in New Zealand, but its owner, DB Breweries, wanted to make it nationally successful. To do so, it needed to compete in a very competitive environment, and build ...

In 2007, energy drink V celebrated its tenth anniversary. However, the energy drink sector was also becoming increasingly passé to its biggest consumer category, 18-24 year-olds, and V's television-ce ...

The New Zealand Army wanted to engage young people aged 13-24, and give them a taste of life in the army. Online was to be the lead medium in achieving this aim, as broadband was dramatically changing ...

Attitudes towards mental illness in New Zealand, as in much of the rest of the world, frequently took the form of denial, disinterest or even discrimination, driven through a lack understanding and ne ...

One in seven young New Zealanders experience serious depression each year, a condition closely linked to suicidal behaviour. Suicide itself is also the second most common cause of death amongst young ...

Bond & Bond was facing a challenging environment, in which its own sales were declining, competitors were advertising relentlessly, and New Zealanders were facing a recession. All of its brand health ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

Vodafone had pursued a limited music sponsorship programme prior to 2006, sponsoring tours by Kylie Minogue and running experiential activity with Robbie Williams and at Radio 1's One Big Weekend. Whi ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This Road Safety Authority (Republic of Ireland) and Department of the Environment (Northern Ireland) campaign from 2002 aimed to raise the awareness generally of the number of pedestrians being kille ...

The 2006 Home Office recruitment campaign for Police Community Support Officers (PCSOs) aimed to explain the value of PCSOs to the public. It was based on an advertiser-funded television programme fol ...

This paper details the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen. It was made up of two stages: the first sought to involve the community, and the second too ...