Warc index
 

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases. In 2007, res

This paper demonstrates how disaster movies increased sales of FRijj milkshake. In recent years, FRijj's non-promoted base sales have been in decline. The challenge was to reverse this by re-engaging

In 2007, when UK law changed to allow the advertising of gaming and betting services, the bookmaker Ladbrokes wanted to understand whether or not to invest in advertising for the first time. Through a

The Commission on Presidential Debates wanted to ensure the public was well-informed about the issues in the 2008 US elections. It opted for a campaign which used MySpace, the social media network, to ...

In 2007, Frito-Lay wanted to reposition Cheetos as a product that was relevant to an adult audience, having committed to stop marketing the brand to children. Many older consumers who loved Cheetos ha

Wilkinson Sword wanted to announce their first-time sponsorship of Movember, a Men’s health charity that encourages men to raise money for the fight against prostate cancer by growing a moustache. Rat ...

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and ...

Cadbury’s Stride chewing gum brand wanted to market its longevity using humour and an irreverent tone. It used a spoof legal site and online games to increase awareness. Following the campaign, Stride ...

A 2007-8 launch campaign for the redesigned Toyota Camry (midsize passenger car), directed especially to Afro-Americans. Objective: change perceptions that it is a boring car. A segmentation study (de

Consumers have always thought of Armstrong as a trusted flooring company but were unaware of all the product forms Armstrong offers. Moreover, laminate floors were typically considered to be an inferi ...

The U.S. introduction of the revolutionary 1 Series gave BMW the opportunity to become accessible to a younger audience, making them early loyalists and life-long brand advocates. Through the use of a ...

In July, CNN debuted an unprecedented four hours of original primetime programming to report on what it means to be “Black in America.” The marketing objective was to build awareness of the documentar ...

In spring 2008, Electrolux, known for vacuum cleaners, introduced a new kitchen appliance line in North America, a cluttered category with brands such as LG, GE and Samsung. A multimedia campaign with ...

Younger consumers saw Rolex as an older status symbol and not a contemporary icon of achievement. Rolex needed to build its relevance amongst a new generation of affluent consumers. This was approache ...

Royal Caribbean was a challenger brand that became the leader and looked for a new advertising campaign to reflect the position. In order to grow, it was decided that a new brand idea was needed. This ...

Almost every bank will have an account with a name that signifies higher rank and prestige and is targeted at people who are richer than the average mass. HSBC Premier was a typical choice. HSBC wante ...

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 ...

The Economist needed to attract newer, younger readers. Working with AMV BBDO, it targeted "Generation Why" - a group of intellectual curious twenty somethings drawn to a disparate range of ...

This paper details how "Keep Walking", the global campaign for Johnnie Walker, was adapted for the Chinese market. China presented a great challenge to the brand, as the culture there was ve ...

In spite of a general face care market saturation, Beiersdorf wanted to launch a new anti-wrinkle cream in Germany and France. Nivea for men DNAge was to be a direct challenge to L’Oreal Men Expert w ...

During 2007, Snickers value sales were lagging in Europe; also the communications in Belgium, Ireland, the Netherlands, Portugal, Switzerland and the UK were uncoordinated. An overall strategy was co ...

In 2007, BMW’s premium attributes of sportiness and dynamism were under direct attack from Audi, who were successfully encroaching on their markets in France, Germany and Italy. To regain pole positi ...

Dove was already an established deodorant brand in Europe when it launched its current campaign in 2003. The problem was to grow the category at a time when penetration was levelling off. The aim wa ...

Up to 2007, Clairol’s Nice ‘n Easy hair colourant had been a category leader in the UK and Ireland. However, facing 2008 with no new product news, the usual way to promote the brand, a fresh approach ...

In 2008, BMW launched their first compact premium 1 Series Convertible in Germany, Italy and the UK. However, they had to avoid cannibalising their own already successful market for the 3 Series Conv ...

Van Gils was a strong formal menswear brand of the 1980s, but has since fallen into decline. In an effort to reverse this trend, a word of mouth campaign was developed based around the core theme that ...

Lurpak is a classic brand in a familiar, low-interest category. In an effort to drive growth and reinvigorate consumer interest in the brand, Lurpak aimed to adopt new thinking to communicate its stre ...

In the highly competitive tourism market, Yorkshire faced very obvious opposition from what were perceived as more 'glamorous' foreign destinations for consumers to take a break. Research revealed tha ...

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 ...