Warc index
 

Brigham’s, the New England based ice cream company, despite being well known in the local area, was struggling to compete due to limited operating budgets. With a previously traditional image, the com ...

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 ...

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 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 ...

Suffering from low awareness, only 12 percent of insurance company Aflac, Inc customers were able to recall their name. Aflac used a $35m (approximately £18million at 2008 rates) budget to launch its ...

This paper describes how Aflac, having achieved high levels of brand awareness through their iconic ‘duck’ campaign, faced the challenge of communicating what the company actually did. The marketing ...

Traditionally, every summer the broadcast television networks launched marketing campaigns to spotlight their program offerings for the coming season. The campaigns were often uneventful and run-of-th ...

A review of Social Theory and Philosophy for Information Systems by John Mingers and Leslie P. Willcocks (eds), Wiley, 2004

In 2004, Lithuania's vodka market was dominated by five mainstream brands with around 60% of market share. The third ranked vodka producer, Vilniaus Degtine (and their owner, Belvedere) decided to int ...

Following the limited success of its attempt to cultivate a niche market for its organic Seeds of Change products, Masterfoods redeployed its £587,000 (approximately $1.1m at 2008 rates) media budget ...

The 2004-05 campaign for Visit London (formerly the London Tourist Board) resulted in a reversal in the decline of London's worldwide tourism share for the first time in ten years, and delivered £317 ...

How MasterCard used ‘Priceless’ advertising to reposition itself in the UK credit and charge card sector. This paper outlines how MasterCard in the UK stopped being a secondary player in the credit a ...

This paper discusses the anti-drink-driving campaign for the Department of the Environment, Northern Ireland, from 1995-2006. The target throughout the campaign was all drivers who drink alcohol, and ...

Having always been perceived as a night-based drink, Horlicks, the malt-based drink, had tried to reposition itself to reach a younger market. As a consequence, the product lost ground and sought to r ...

This 2004-05 campaign for the GMG Radio Group set out to launch a new station, Smooth FM, which has gone on to become the second largest station in the North West of England. The launch was a re-brand ...

ING Direct launched with the intention of growing both their product and brand. Knowing the crowded and customer-loyal nature of the industry, ING Direct carved a niche, applying the positive attribut ...

This paper discusses the launch campaign for the television channel 'More4'. The channel's main target audience was upmarket Channel 4 viewers (ABC1, 35-54), and the advertising objectives were to cre ...

This 2004-05 campaign for Travelocity.co.uk, the on-line travel agent, had the objectives of: increasing salience (important in this market) by increasing Travelocity's share of voice; creating brand ...

This 2002-04 anti-smoking campaign for the British Heart Foundation targeted hardened smokers that have previously tried, and failed, to give up smoking on three or more occasions. The plan was to rem ...

As this brief account explains, the radio station RTE 2fm gave listeners the chance to win €20,000 in an attempt to increase their interaction with the station. On each programme between 8 a.m. and 5 ...

This short paper shows how Ambi Pur launched an upmarket domestic product for both consumers and distributors to establish itself on the French home fragrance market. A targeted campaign gave the impr ...

This brief paper discusses the Dockers promotion to launch “new cut” trousers, and illustrate the brand's return to its native California. By encouraging consumers to purchase a new pair, they would r ...

With objectives of attaining 10 percent higher awareness, brand positioning, and market share, Generali launched its “Under the Wings of the Lion” insurance campaign in Central and Eastern Europe (CEE ...

Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image. In the Baltics, market share was barely g ...

Magnum is an icon of indulgence for modern, sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, reg ...

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The “Sensuality of Nature” campaign was therefore developed to create brand preference and s ...

Commissioned by the Ministry of Tourism of the Government of India, Incredible India aimed to persuade affluent Europeans to holiday in India. The campaign accounted for a 15.1% increase in inbound fo ...

In a price-driven market and in the face of the recession, Deichmann, the largest low price shoe retailer in Europe, with almost 2,000 stores, exceeded all expectations, achieving the best sales and i ...