Warc index
 

Following a number of racist murders in Antwerp, a coalition of organisations wanted to create a positive symbol of tolerance in the city. The advertising agency mortierbrigade was thus commissioned t ...

The Belgian newspaper market has been in a state of gradual decline, but the 2006 local election presented a chance for quality title De Standaard to stimulate sales. Using an integrated campaign vary ...

Through its Whitehall-Robins Healthcare subsidiary, American Home Products (AHP) had been producing an ibuprofen-based analgesic under the brand name Advil for 14 years when in August 1998 it introduc ...

Founded in 1989, Working Assets Long Distance was the only enterprise offering a long-distance phone service and regularly donating to nonprofit organizations. It was a subsidiary of Working Assets Fu ...

This paper describes how within the first four weeks of the product launch, the "Altoids Gone Sour" push resulted in more than 500,000 visits to the brand's interactive website. According to Leo Burne ...

Meatless food company Gardenburger Inc’s Eating Good Just Got Great campaign was to expand its market beyond traditional vegetarian consumers (less than 2% population). The $1.5m (approximately £757,0 ...

To challenge McDonald's domination of the fast food industry requires a competitive posture that emphasizes differences that resonate with consumers. This paper describes how Wendy’s International Inc ...

When it was launched in 1982 by the privately held media conglomerate Landmark Communications, The Weather Channel (TWC) represented a new concept—around-the-clock weather programming on televi ...

In 2002 the 101-year-old Walgreens, owned by Walgreen Company, was the number one drugstore chain in the United States with annual sales hitting $28.68 billion. That year it filled more than 361 milli ...

On September 27, 1998, First Union Corporation debuted a commercial unlike any other in the financial services industry. In this spot the company avoided the stock images of financial services adverti ...

In 2001, following its merger with “First Union”, “Wachovia Corporation” was the USA’s fourth-largest bank. In 2002, Wachovia launched their “Uncommon Wisdom” campaign, conceived to raise awareness of ...

To herald the arrival of its newest car, Volkswagen of America Inc. launched a high-profile television, print, and outdoor advertising campaign in March 1998. The company had stopped selling its mos ...

In 1985, Visa and BBDO advertising agency launched the “It’s Everywhere You Want To Be” campaign, in an attempt to differentiate and attract customers away from competitors: AMEX and MasterCard. Promo ...

In the mid-1990’s, credit card company VISA recognised the market potential for its “Check Card”. Visa used a $46.7million budget (approximately £24million at 2008 rates) to increase the card’s uptake ...

One of the most noteworthy surprises to emerge from the nationwide elections of November 3, 1998, was the election of Jesse "The Body" Ventura as governor of Minnesota. A former professi ...

V&S Vin & Spirit AB’s Absolut Vodka became the best-selling imported vodka in the United States and captured a sizable portion of total vodka sales largely because of the innovative and popular print ...

Even though the United States Postal Service (USPS) was made an independent agency in the 1970s, it was not until Loren Smith became the chief of postal marketing for USPS in 1994 that the organizatio ...

In January 2002 United Parcel Service, Inc. (UPS), enjoyed a clear lead over FedEx, its major competitor, in the ground delivery business. At the same time, as part of a major rebranding campaign, U ...

In November 1998 retail investment brokerage Paine Webber, a unit of Paine Webber Group Inc., launched an ambitious $20 million print and television campaign, the largest in the company's histo ...

Having acquired the beef producer IBP, Tyson Foods, the world's largest chicken producer, found it necessary to rebrand itself to offer a clear message. Through the common linking factor of protein, a ...

Although TV Guide, with a circulation of 9 million and a total readership of 28 million, was ranked in the top three major magazines in 2003, its circulation had dropped 30 percent since 1998. Adding ...

In 1994 Turner Classic Movies (TCM) was a small startup cable network with a collection of 4,000 movies, 21 employees, an operating budget of between $13 and $15 million, and 1 million subscribers. TC ...

In 1998 Time Warner Inc.'s Cartoon Network, second in children's programming to Viacom Inc.'s Nickelodeon Network, was a 24-hour basic-cable service offering nonstop animated ente ...

Despite being the number one fast-food chain serving up Mexican-style items like tacos and burritos, Taco Bell Corp. in 2001 had an image in need of a boost and sales that were in a steady decline. A ...

The "Swiss Army Equipped" campaign, created by Mullen Advertising for Swiss Army Brands, Inc., established a single brand image that unified advertisements for an assortment of merchandi ...

It was generally acknowledged that the ad campaign having the greatest impact on the 2004 U.S. presidential election was that run by the political action group Swift Boat Veterans for Truth. The group ...

In 2003 Carlson Chevrolet Co., Inc., a Chevrolet car dealership located in Sandy, Oregon, just a few miles southeast of Portland, represented the Chevrolet-selling half of the Suburban Auto Group. On ...

Under pressure from low price insurance companies such as GEICO, State Farm Mutual launched a campaign in 2004 to retrieve lost market share. Alongside ad agency DDB Chicago, the “True Stories” campai ...

At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid p ...

Games consoles, the electronic devices that play video games, became big business after their introduction in the 1970s. Originating with Nintendo and Sega, the gaming industry was lucrative from the ...