Warc index
 

Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned. Ad agency MCBD opted to capitalise on the legacy of the famed 1970s ...

Dental hygiene brand Oral B wanted to persuade 47 million west Europeans to switch to a power toothbrush. Agency Publicis was tasked to shift perceptions from ‘unnecessary, expensive gadget’ to ‘essen ...

This paper describes the final stage in Pilgrims Choice's journey to regain its number two position in the Cheddar Cheese market, despite strong competition. The brand had been redeveloped (with posit

Northern Ireland has one of the highest ratios of smoke alarm ownership in Europe and yet in fatal house fires, often even if a smoke alarm is fitted, it fails. The challenge was to educate the public

This is the story of how the Make Poverty History campaign became a social movement. In 2005, GCAP wanted to persuade the G8 leaders to make serious long term commitments to help reduce extreme Third

This paper demonstrates how a new approach to radio station promotion was able to change the fortunes of Key 103, a local radio brand whose market share and historical pre-eminence had come under sust

This paper demonstrates how a little known brand called Dextro boldly targeted the energy drinks consumer, despite a budget of only £200,000, 1per cent of the sector spend. Dextro is an energy ta ...

This paper demonstrates how a bold change in the creative design approach coupled with a new creative strategy delivered BT.com an improvement in sales conversion rates. When the global recession hit

This paper shows how UKTV Documentary and UKTV People were transformed into two exciting new brands, Eden and Blighty, bringing in new viewers and advertising revenue. Faced with factual pay-TV subscr

This case study shows how Slendertone proved advertising's effectiveness to a unique type of investor; venture capitalists, and delivered them sustainable business growth. The brand was faced with the

Every year 500 people in Greater Manchester could be saved from cancer death if their symptoms were presented earlier. This paper shows how a small budget social marketing campaign saved lives in Grea

In 2007, 21 cyclists in London died because they weren't seen. This paper shows how a small budget campaign of £600, 000, reduced deaths on London roads by a third. The challenge was to find an i ...

Women's Aid is a UK charity providing support to victims of domestic violence, which had used classic celebrity endorsement in the past to good effect. But it wanted to move beyond the "borrowed ...

Post Shredded Wheat was a brand in decline, deemed "old and boring" in a changed cereal sector. However, the economic turmoil of 2008 was used to the brand's advantage, with its image recast ...

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 ...

Häagen-Dazs ice cream was suffering from stalled sales and the impact of competition from rival brand, Ben & Jerry’s. Exploiting its position as made from all-natural ingredients, Häagen ...

Bottled water sales had hit Brita, the water filter company. A PR-led campaign which eventually encompassed television and newspaper advertising helped it hit back by claiming the environmental high g ...

The 2008 Presidential campaign for Barack Obama, covering the primaries and the election campaign. The paper summarises the thinking as it developed. Many more executions were developed and tested tha

A 2007-8 campaign for Spike TV, the cable network for men, supporting a new programming initiative (“True Dads”) to encourage fathers to be more involved in the lives of their children. Objective: to

A 2008 campaign for Bank of America (BAC), designed to deepen relationships with its current customers and drive new acquisitions by offering a differentiated promise: “you get more just for being a B

A 2008 campaign for Ritz crackers. Objective: to renew emotional connections with the brand in a more competitive market, reverse declining share and grow revenue. Research (described) led to insight

A campaign (2008) for Nabob coffee, which had been suffering sales volume and share declines due to a lack of relevance, point of differentiation and increasing competition in the Canadian coffee mark

A 2007-8 campaign for Cheetos snacks (Frito-Lay). The brand had begun to suffer intense competition and drop in penetration. Moreover, the company in 2007 signed the voluntary Children's Food & Be ...

A 2006-8 campaign for Novartis' fibre supplement (bulk laxative) Benefiber. Objectives: return to growth by: repositioning brand for health and well-minded customers, solidify ownership of key attribu

To coincide with the 50th anniversary of the Whopper, Burger King conducted a social experiment removing the iconic Whopper from the menu. The first phase of the experiment explored deprivation to see ...

This campaign engaged consumers in a new conversation by taking a stand for health rather than against pain. Through a modern, honest approach to pain relief, Tylenol differentiated itself from its co ...

More than 500 worthy causes vie for public service advertising airtime every month, far more demand than supply. The USO, leaned on more than ever as U.S. troops entered year five of the war, needed t ...

Believe it or not, there was a marketing success story this year in financial services. It started with a simple idea: There’s comfort in numbers. Grounded in the fact that an average of 1,000 new acc ...

Smiling doctors and smiling patients – that’s all consumers saw in healthcare advertising. HealthPartners wanted to break through with its online patient services. By registering at healthpartners.com ...

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 ...