Warc index
 

Getting people to moderate their drinking behaviour is a huge task. According to research, the major obstacles to changing behaviour include the fact that people enjoy drinking (and getting drunk), an ...

Steinlager was New Zealand's number one premium beer brand, but with a multitude of other European brands entering the market, its position had deteriorated. Research revealed consumer perceptions of ...

Speight's has grown from a regional beer brand to be the largest beer by volume in New Zealand. However, it faced increasingly aggressive competition, and declining relevance among modern, urban drink ...

The insurance category is essentially low involvement, and subject to high levels of inertia, as consumers typically only change providers when they have a problem with their existing insurer. AMI aim ...

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 ...

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 2005-06 campaigns (Commuter Travel and Leisure Travel) for First Scotrail, the national Scottish railway franchise, to encourage consumers to travel by train. Commuter Travel ta ...

This paper discusses the 2005-06 campaign to launch Curanail, an OTC product by Galderma to treat fungal nail infection. The objectives were to raise consumer and trade awareness, meet sales targets, ...

This paper discusses the 2004-06 recruitment campaign for the Army Cadet Force (ACF). The objective was to motivate suitable people to become adult instructors, and the communications strategy used na ...

In recent years, anti-cellulite products have become the market driver for the whole body care segment, with L'Oréal acting as the innovative European pacemaker, and Dove also taking an increasingly p ...

NIVEA's Q10 had proved to be a high successful anti-ageing product, but as its competitors diversified their portfolios, it became clear that the company required a new brand to boost its relative pos ...

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

Following the introduction of a number of self-tanning products in the female consumer mass market, NIVEA sought to take on the challenge of launching a facial tanning moisturiser in the male face car ...

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

Dove was originally launched as a bar of soap in 1957. Over the next 40 years, the brand incorporated other personal care categories like body wash, hair care, moisturiser, etc. By 2004, although th

Cable TV channel ESPN, premiered Monday Night Football (MNF) in 2006, having taken it over from ABC, who had run it for the last 36 years. With the loss of non-cable subscribers who could no longer r

In 1990, The Milk Processor Education Program (MilkPEP) was established to reverse the long-term decline in per capita milk consumption. The ensuing 'milk mustache' ads launched in 1995 proved succes

Following years of growth from existing and new restaurants, Chili's Grill & Bar, found by 2005, that category dynamics for casual dining restaurants (CDRs) had noticeably declined. The challenge was

By the late Twentieth Century, Buick had lost its central position in the market to imports which were seen as more stylish and practical. With their average buyer being 65 years old, Buick needed to

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

Tyson Foods’ mission is to proudly power the world with their chicken, beef, and pork products. Tyson’s “Powered By” campaign leverages cultural cues, humor, and love of family, to demonstrate that Ty ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a ...

TLC's ad sales and ratings were down and viewers were emotionally disconnected from the network. With the heydays of Trading Spaces long gone, viewers and ad buyers weren't sure what TLC stood for any ...

Frucor Beverages wanted to create a carbonated soft drink brand - Frank - into a competitive market, in spite of the presence of big brands with large advertising budgets, blanket distribution and lon ...

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the lat ...

In 2005, the Interislander ferry service was a tired Kiwi brand icon experiencing a sustained period of decline. Passenger numbers had been in decline for the previous four years (with totals down by ...

The Alcohol Advisory Council of New Zealand (ALAC) wanted to tackle the country's binge-drinking culture, a challenge when the notion of getting drunk was seen as simply letting off steam while being ...