Warc index
 

The marketing of diet products has been fraught with unique challenges because of their focus on physical appearance. Issues such as cultural ideals of beauty, physical health, gender roles, sexuali ...

Despite being the top soft-drink company in the world, the Coca-Cola Company showed signs of struggle in the 1990s, when consumers worldwide started demonstrating a strong preference for healthier b ...

In late 2003 the Coca-Cola Company's lemon-lime soft-drink brand, Sprite, reigned as America's fifth-best-selling soft drink and the highest-grossing lemon-lime soda in America. Even t ...

First marketed in 1961 by the Coca-Cola Company, the lemon-lime soft drink Sprite was in the late 1990s one of the fastest growing carbonated soft drinks in the United States and around the world. A ...

Clairol, Inc.'s Herbal Essence was a top-ranked shampoo in the 1970s. Although it retained a following in California, by the 1990s it had dropped in popularity elsewhere. In 1994 Clairol introd ...

Beginning in the mid-1980s Carnival Cruise Lines emerged as a leader in the global market, and within a decade the Miami-based carrier had become the world's leading cruise operator. With a tot ...

Prior to celebrating their 60th anniversary, Carl's Jr, one of the US’s leading fast-food burger chains, felt the pains of an aging icon. This paper describes how, in response Carl’s recognized poten ...

Calvin Klein Cosmetics Company, a subsidiary of Coty, marketed fragrances under the name of Calvin Klein and cK. In August 1996 Paulanne Mancuso, CEO and president of Calvin Klein Cosmetics, announced ...

In the 1990s Cadbury Schweppes Americas Beverages' subsidiary Snapple Beverage Corporation, long known for its quirky advertising, underwent a series of ownership changes that led to the brand ...

This paper describes how Trident developed a controversial advertising campaign based on the thirty year old claim that four out of five dentists recommend it. In a sugarless gum market worth $578.5 ...

Because of what appeared to be a revolving door in its executive suite, as well as a steady drop in customer traffic, which was blamed on inconsistent food quality and poor customer service, Burger Ki ...

By 2004 Burger King's position as the second-largest hamburger company in the world was waning. With a worsening brand image and an unshakable image for poor food quality, the chain was forced ...

In the late 1990s Colorado-based Boston Chicken Inc. was one of the leaders in the burgeoning restaurant category of home meal replacement, or HMR. The term home meal replacement applied to restaurant ...

The Boston Beer Company’s Samuel Adams brand was one of America’s first specialty beers but was suffering increased competition from mass market brewers who had introduced their own “craft brews.” In ...

The British Columbia Dairy Foundation (BCDF) was established to encourage milk consumption in the region, despite milk consumption now being in decline. Through the campaign "don’t take your body for ...

After the United States mandated collapsible steering wheels in 1967, the British Mini Cooper retreated back to the United Kingdom and was not sold stateside for 35 years. Reintroduced in 2002 after b ...

In 1967 a safety mandate forced the antiquated, cheaply made British Mini Cooper to discontinue sales in the United States. In 1994, when Bayerische Motoren Werke AG (BMW) attained control of the Mi ...

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG. The Michigan-based automaker's advertising changed drastically in fall 2004 when Stephen Berkov to ...

In 1982 the U.S. government mandated the breakup of the vast network of the American Telephone and Telegraph Company (AT&T) into smaller regional companies, the so-called Baby Bells. The region ...

In 1999, Anheuser-Busch had the two best-selling beers in the US and more than double the market share of any competitor. Despite a decade-long decline in sales, Budweiser, its flagship brew, remained ...

This paper describes how the Budweiser brand image was updated to appeal to a new generation of beer drinkers. Building on the success of irreverent, ironic humor in communicating Budweiser’s brand v ...

Anheuser-Busch introduced new “ice brewed” beer brands, Bud Ice and Bud Ice Light, in the US in 1995. An ad campaign featuring sinister penguins allowed the brand to reach across race and gender line ...

Keeping a successful campaign fresh is difficult. It was a problem faced by US beer brand Budweiser, which had run a very popular series of ads featuring animatronic frogs that had tripled consumer aw ...

In the mid-1990s, alcohol consumption amongst key US consumers aged 21 to 30 declined and Bud Light was particularly affected. A new ad campaign was launched to appeal to a generation of young men rai ...

This paper describes how Budweiser responded to the move from US consumers away from the traditional brewers towards beers produced by smaller, often local microbreweries. The number of twenty one to ...

In 1998 advertising agency Rubin Postaer of Santa Monica developed a campaign for the American Honda Motor Company that was set in a corporate world from which workers yearned to escape. The ads propo ...

In 1996, American Express launched a new advertising campaign to address its declining market share to its main competitors Visa and Mastercard. The campaign “Do More” hoped to alter the position of A ...

American Apparel Inc., founded by Dov Charney in 1997, rose to profitability as a T-shirt maker with an unconventional business model. Countering the almost universal garment-industry practice of outs ...

Over the years adidas-Salomon AG has maintained an international reputation as a premier maker of sporting goods and athletic footwear. It has hired some of the sporting world's top athletes as ...

German sporting-goods company adidas-Salomon AG returned from near death in the mid-1990s with a new focus and global strategy. No longer content to allow competitors, especially the seemingly invinci ...