Warc index
 

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

Darden Restaurants, the largest casual-dining restaurant group in the world, operated three distinct restaurant concepts: the Olive Garden, Bahama Breeze, and Red Lobster. With about 700 locations, Re ...

Jeep was a division of the Chrysler Group, a Detroit-based subsidiary of the DaimlerChrysler Corporation that was responsible for the manufacturing, sale, and marketing of the Chrysler, Jeep, and Do ...

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had ...

Automobile advertising has historically constituted not only one of the most visible but also, in sheer dollar volume, one of the largest aspects of the marketing industry. Thus in the 1990s Chrysle ...

During the early 1990s Breathe Right nasal strips, manufactured and marketed by CNS, Inc., enjoyed a meteoric rise in sales. This success was largely attributed to the influence of certain prominent a ...

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 ...

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 ...

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 ...

Fairy's challenge for growth started from an already high base of +40% value share in mature and highly competitive markets, where private labels and discounters were consistently gaining ground. Cons ...

Since its launch back in 1968, the Toyota Hilux has become synonymous with New Zealand rural life. By the late 1990s, the brand's dominant position was under threat, as competitors were offering newer ...

In 1993, Phillips Union, the US distillers, launched Revolution smooth as a new type of smooth blended whisky, aimed at novice whisky drinkers in eight key US states. The paper outlines how celebrity ...

Prior to 1999, Lancashire had done very little marketing activity. However, in September of that year, the Lancashire Tourism Partnership approached Radford with a very simple brief: to ‘do something’ ...

This article describes the 'fatty cigarette' campaign for the British Heart Foundation (BHF). Older smokers resisted anti-smoking activity because they perceived it as attacking them, and didn't under ...

In 2004/2005 IHC faced some extraordinary challenges within the charity marketplace. More fashionable charities, like Breast Cancer, were taking the limelight in a way never seen before. The Boxing Da ...

In 2000, Cuisine was the market leader with a high subscription base and no serious competition to speak of. By 2005, the category had exploded to 21 food and wine magazines sold in supermarkets alone ...

When Coricidin II (CII) was launched in January 2004, it faced serious hurdles in reentering the cough and cold medication market. The name itself was a double-edged sword, because though it had limit ...

During the past 30 years, the package tour operator TUI has successfully become Europe's largest operator and the premium provider in Germany. The rise of the TUI brand followed a consistent pattern u ...

In 2001, investment company M&G perceived a declining brand image and poor fund performance. Aiming to reverse both, M&G launched an untraditional campaign focusing on an informative, honest and trust ...

The objective of the We Love our Lamb campaign in 2001/2002 was to drive consumer demand for Lamb and provide Lamb producers a significant return on a modest advertising investment. The campaign enabl ...

This case study supports an important truth about retail: good product doesn’t sell itself. Advertising has an important role in shaping perceptions. The story starts in late 2002 when, while the rest ...

With the launch of its new A8 model, AUDI sought to profile itself in the hotly contested luxury class, thereby winning market share from its strategic competitors. To this end, Audi engineers designe ...

The cosmetics and toiletries market is highly segmented and extremely competitive. Product lifecycles are very short and brands must be innovative to further push and defend their market position. The ...

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share. Lack of brand sup ...

Having successfully tendered for the Spring Breaks campaign for the Northern Ireland Tourist Board, FireIMC took on the challenging brief of changing consumer perceptions of Northern Ireland as a shor ...

The objectives of this campaign are described as recapturing European leadership in automotive mid-class centre and establish Opel Vectra as a totally new car compared with its predecessor. The target ...

In 2001, M&G Investment Company experienced poor fund performance, alongside a declining brand image. Attempting to reinvigorate both, M&G launched a new advertising campaign. Seeing the benefit in ta ...

The marketing objective was aimed at defending the leadership position of the brand as the most reliable of wireless providers in the US. Based on a single creative idea the agency claims that the br ...

This is the story about a bison named Morty and his friends. After becoming an advertising and business phenomenon in 1999 and 2000, they have sustained that success, helping MTS deliver significant b ...