Warc index
 

In the late 1990s Jack, the clown spokesman for Jack in the Box restaurants, was at the center of a comeback for the fast-food chain. Jack in the Box had used a clown as its mascot until 1980. In that ...

The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost inte ...

In an effort to diversify its vehicle lineup, Isuzu Motors America, Inc., designed a new sports utility vehicle (SUV), the Axiom, for model year 2001. At that point Isuzu sold only trucks and SUVs tha ...

After experiencing record sales in 2000, beer brand Rolling Rock, then owned by Labatt, saw its position weaken in 2001 with a decline of 8% in volume. The company decided to run its first large scale ...

Founded in 1972, Home Box Office (HBO) was the oldest and largest premium pay television channel in the United States. Unlike network television and most other cable channels, which raised revenue by ...

In the 1990s, Heineken beer had an outdated image in the US. It was seen as a beer for special occasions not for everyday drinking. It needed to connect with 21 to 35 year olds while maintaining its r ...

In 1999 Paxil, manufactured by SmithKline Beecham (now GlaxoSmithKline plc), was third among the pharmaceutical industry's best-selling SSRIs, a class of drugs then used primarily to treat de ...

Chevrolet was a division of the General Motors Corporation (GM), the largest car manufacturer in the United States. Long facing pressure from Japanese automakers such as Toyota, the company decided to ...

Further contributing to it’s two previous successful advertising campaigns, automobile insurer Geico, launched its “Mini-campaigns” advertisements in 2004. With a $200+ million budget, the advertiseme ...

Gap, Inc. was established in 1969 with the purpose of selling one product: Levi's jeans. In 1991 Gap cut its ties with the Levi's brand and limited its merchandise offerings to Gap� ...

On April 23, 1998, Gap Inc. launched a global advertising campaign for its chain of nearly 1,600 casual-clothing stores. This campaign, created by Gap's in-house agency, Gap Direct, focused o ...

With the rise of digital photography in the 1990s, Fuji Photo Film U.S.A. found itself in danger of being marginalized as nothing more than a film company despite offering a wide range of digital prod ...

Frito Lay, the world's largest maker of snack foods, launched an advertising campaign in 1997 to introduce new Doritos products, and to increase international sales of tortilla chips. The campaign cal ...

In 1997 the French Connection Group PLC embarked on a rebranding of its flagship French Connection line of clothing, which was sold in both department stores and stand-alone company stores throughout ...

Australian beer brand, Fosters, wanted to create greater awareness in the US, which was dominated by big budget, domestic beer campaigns. Focusing on Australia’s reputation as a refreshingly untamed l ...

FootJoy, owned by Fortune Brands, Inc., sold more golf shoes during the 1990s than any other company by keeping their innovative shoes on the feet of the world's best golfers. Two events in 199 ...

Between 1994 and 1996 Fila USA climbed from seventh place in the athletic-footwear category to an impressive third place. Although the company made shoes and attire for a variety of sports, basketball ...

In October 1998 Euromarket Design, Inc. launched an advertising campaign for Crate & Barrel, its chain of housewares and furniture stores. With an estimated budget of $3.5 million, Chicago-base ...

ESPN began in the late 1970s as the first 24-hour cable channel devoted exclusively to sports news and the airing of such minor sports as Australian Rules football and tractor pulls. By the 1990s, how ...

Beginning with its 1979 cable-television launch, ESPN, Inc. (then officially known as Entertainment and Sports Programming Network), strove to build a brand that was synonymous with sports. After pr ...

ESPN was launched in 1979 in Bristol, Connecticut, as the first cable television channel devoted exclusively to sports, although it had limited access to sports programming. One way to fill airti ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

In the mid-1990s the Eastman Kodak Company was not just the leading manufacturer of photographic film, paper, and chemicals; it was listed as one of the top companies in America. In both 1996 and 19 ...

One of the most successful brands in the history of the United States, Eastman Kodak Company, whose founder had invented popular photography in the 1880s, was slipping as it entered the twenty-first ...

After an upturn in its fortunes in the highly competitive soft-drink industry, in 1997 Dr Pepper/Seven Up Inc., a subsidiary of Cadbury Schweppes, reigned as the leading noncola soft-drink business in ...

In May 1997 Airwair Ltd. assigned the creative portion of its Dr. Martens advertising account to the Dallas-based agency Pyro. Dr. Martens was a brand of work boots and shoes known for their industria ...

In 2001 Dial, the Dial Corporation's mainstay brand in the soap market for more than 50 years, was the only brand with an all-antibacterial line of products. The challenge in promoting it was t ...

In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own. ...

In June 2004 Plantation, Florida-based DHL Holdings (USA), Inc., a subsidiary of DHL, which was headquartered in Belgium and was itself a subsidiary of the privately owned German postal service Deutsc ...

Although the Coca-Cola Company was well known for its carbonated-soft-drink brands, by the late 1980s a different type of beverage was attracting consumers and capturing a rapidly increasing market sh ...