Warc index
 

In 2002, before ever playing an NBA game, basketball prodigy LeBron James had secured a $90 million endorsement deal with the world's largest athletic company, Nike, Inc. The Zoom LeBron bask ...

Tiger Woods was one of the most acclaimed golfers in the world before he ever took a single swing as a professional. Nike, Inc., the footwear and apparel giant known for its industry-defining advert ...

In the late 1990s and early 2000s the National Football League (NFL) began to visualize itself as an entertainment megabrand along the lines of Viacom and Disney, with an imperative to compete not jus ...

Even with a $13.5 million operating budget and one of the largest contemporary art collections in the United States, the Museum of Contemporary Art, Los Angeles (MOCA), toiled to draw crowds in 2001. ...

In the 1990s and early 2000s MTV Networks Company's MTV was the leading trendsetter among American youth. Though initially it solely aired music videos, MTV had evolved into a network focused o ...

In 1995 Motorola, Inc., dominated the mobile-phone market with 54 percent of the global market share. Over the next few years, however, Motorola was accused of losing sight of its customers' ...

The Discover card burst onto the scene in 1986 with something no other card offered—a year-end cash bonus equal to 1 percent of purchases. The cash-back feature, coupled with no annual fee, mad ...

In 2002, Morgan Stanley owned credit card company “Discover” returned to its: “It Pays to Discover” campaign. Discover aimed to close the gap on Visa, AMEX and MasterCard. Focusing on its “cash-rebate ...

Mired in a slump caused by sinking sales, a dwindling market share, an anonymous image, and an ill-defined marketing drive, Mitsubishi Motors North America, Inc., (then called Mitsubishi Motor Sales o ...

In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft. The company l ...

In the 1990s, beer brand, Miller Lite, owned by Miller Brewing, was losing market share and had been replaced as the best selling light beer in the US by Bud Light. To turn the situation round, Miller ...

Mike's Hard Lemonade Company, a Lakewood, Colorado-based subsidiary of Vancouver's the Mark Anthony Group Inc., in 1999 introduced Mike's Hard Lemonade, a sweet, malt-based alcoho ...

Xbox, a video-game unit of the Microsoft Corp., was introduced in 2001, and within two years it had established its brand as a high-end video-game manufacturer. After passing Nintendo Company, Ltd., i ...

Although its Tabasco brand hot pepper sauce had been around since 1868, E. McIlhenny and Sons Corp. had never before used national, high-profile television advertising to promote the product. Instead, ...

Before the 1980s the telecommunications giant American Telephone & Telegraph Corp. (AT&T) dominated the collect-call market by simply owning the majority of America's pay phones. ...

This paper describes how the $500 million (approx £250 million in 2008) ‘Smile’ campaign of 2000 failed to redress the sales slump and promote the store revamps. Although there were high expectations ...

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste. Revenues were shrinking and to reconnect ...

In reply to competition from Visa and American Express, MasterCard and McCann-Erickson advertising agency created the “Priceless” campaign in October 1997. Targeting the “baby-boom” and 20-30 generati ...

This paper describes how BBDO New York helped to convince discerning, health-conscious consumers that Snickers Marathon was a nutritiously credible energy bar with the great taste of a candy bar. Su ...

This paper describes how Mars Inc launched Snickers Cruncher with a $40 million (approx £20 million in 2008) television and print campaign that was liked ‘a lot’ by 61% of 18-24 year olds. Within six ...

Though few consumers would connect complicated mathematical equations and the latest scientific advances in biology with Little Caesar Enterprises, Inc., both figured into an early 1997 advertising ca ...

By the late 1990s the pizza market had become saturated, and Little Caesar Enterprises, Inc., a value-oriented player that had grown dramatically during the 1980s, saw its sales and market share fla ...

Consumers know Little Caesar Enterprises, Inc. for its absurd, funny commercials created by Cliff Freeman & Partners, including the very popular and award-winning "Safety Video" ...

Little Caesars, an international pizza chain of more than 4,800 units, is well known in the advertising industry for its quirky "Pizza! Pizza!" television commercials. Created with Cli ...

Clothing manufacturer Levi Strauss & Company entered the wide-leg jeans market in the summer of 1996. To celebrate the launch of its Wide Leg line, the company initiated a campaign aimed at a t ...

Even though Levi Strauss & Company had been the cornerstone of the denim industry for over a century, declining sales plagued the company during the latter half of the 1990s. Jeans designed b ...

Levi Strauss & Co., whose founder invented blue jeans, became the jeans brand of choice for America's youth around the mid-twentieth century, but during the 1990s this began to change. ...

Between 2000 and 2002 the number of visitors to Las Vegas dipped from 35.8 million to 35 million. Analysts blamed the slump on the terrorist attacks of September 11, 2001, and the sprawl of Native-Ame ...

In 1998, sales of Rolling Rock beer, produced by the brewer, Labatt USA, were stagnating. Craft beers from microbreweries were also falling out of favour and Labatt believed it could take advantage of ...

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing ca ...