Warc index
 

At the close of 2005 Mars Inc. was a business worth $18 billion (approx £9 billion in 2008). This paper describes the success between 2000 and 2005 of their most celebrated brand, M&M’s. One of the ...

From its inception in 1906, Malden Mills Industries, Inc., was a leading American textile company. The firm's Polartec brand all-season synthetic fabrics, which helped pave the way for high-tec ...

In 2000 ING Groep N.V. (spelled ING Group in the United States) was a financial powerhouse in Europe, offering a diverse range of insurance, banking, and asset-management services through offices in 6 ...

In 2002 IKEA was the world's largest home-furnishing retail chain and had just released plans to open 60 to 70 new stores across Asia, Europe, and North America. Although most people in U.S. me ...

In 2002 Honda Motor Company was the number-three Japanese automobile manufacturer in the world, behind Toyota and Nissan. While Honda's automobile sales in Japan and the United States were cons ...

Hollywood Entertainment Corporation hurtled into 1998 at a screaming expansion pace for its chain of Hollywood Video retail stores—the company planned to open more than 353 new stores in 1998 t ...

Long known as a reliable but predictable maker of computer printers, Hewlett-Packard Company (HP) was, in 2003, engaged in a recasting of its moribund image, a project initiated by HP's chief ...

Confectionary company Hershey, launched ReeseSticks - an extension of its popular Reese’s Peanut Butter Cups - in 1998. When an ad campaign was first aired, demand outstripped supply and Hershey had t ...

New York advertising agency Ogilvy & Mather created the long running “there’s no wrong way to eat a Reese’s campaign” in 1988 for Hershey’s Peanut Butter Cups. This paper explores how the campaign bui ...

In 1997, when it was acquired by CKE Restaurants, Hardee's Food Systems was a struggling chain in the Midwest and Southeast with a growing reputation for poor service and substandard food. By 2 ...

In 2004 the issue of same-sex marriage catapulted into the media spotlight when San Francisco's newly elected mayor, Gavin Newsom, allowed city officials to issue marriage licenses to same-sex ...

In December 1996 General Motors Corporation (GM) became the first major automaker in almost 80 years to market an electric car, dubbed the EV1. The car's debut came just months after the Cali ...

Despite its status as leading cereal the Cheerio’s brand owned by General Mills sought to reinvent its ageing message. The campaign sought to move away from the previous model of relying on the health ...

Since 1979 General Electric Co. (GE) had relied on one of the most successful branding slogans in history: "We bring good things to life." But along the way the company had become almost ...

In 1999 Gap Inc., with a reputation for offering consumers affordable casual clothing basics such as khakis, jeans, and T-shirts, shifted its marketing focus to teen shoppers. To attract teens to its ...

The Game Show Network (GSN), the only 24-hour cable channel in the United States dedicated to game shows and interactive game playing, was founded in 1995. By 2000 its ratings were at an all-time high ...

With the rise of digital photography in the 1990s, Fuji Photo Film U.S.A. found itself in danger of being marginalized as nothing more than a film company despite offering a wide range of digital prod ...

Ford Motor Company, based in Dearborn, Michigan, entered 2005 in a difficult position. The automaker had sold only 3.15 million vehicles in the previous year, a million units less than what it had sol ...

For 15 years Ford Motor Company, the number two automaker among Detroit's big three, had advertised its vehicles with the slogan "Have you driven a Ford lately?" In 1998 the com ...

The pink Energizer Bunny first marched across American television screens in 1989 to advertise the Eveready Battery Company's Energizer batteries. Eight years later Eveready Battery (which even ...

Since its introduction in 1987, Prozac's sales had boomed, generating significant revenue for its manufacturer Eli Lilly and Company. But the success of this new type of antidepressant—a ...

In 1995 eBay Inc. was founded in San Jose, California. It was an online site, located at www.ebay.com, that enabled users to buy and sell items from other users. Rather than sell items itself, eBay ma ...

The San Jose, California, company eBay, Inc., was an online-based auction and selling community that in 2004 serviced 115 million shoppers, who purchased items ranging from clocks to shoes to automo ...

Eastman Kodak Company ran one of the largest advertising campaigns in its history to publicize the Advanced Photo System (APS), a new type of camera, film, and related products developed jointly by Ko ...

In the late 1990s, despite being the leader in the submarine sandwich fast-food niche with an estimated 27 percent market share, Subway sandwich shops' sales were flat and showed no signs of im ...

In September 1995 Discovery Communications, Inc., made the move to the World Wide Web when it invested $10 million to launch Discovery Channel Online (Discovery.com). The new website featured news, no ...

In June 2003 the DirecTV Group, Inc., provider of satellite television, launched a new marketing campaign featuring commercials with A-list Hollywood actors giving dramatic readings of actual fan lett ...

By repositioning Dial-A-Mattress, a seemingly fly-by-night operation with B-grade commercials, as a company on the cutting edge of so-called anti-advertising, the "Always Out There" camp ...

An advertising campaign that used spectacular screen shots from Riven: The Sequel to Myst helped make the product the leading computer game in the United States within two months of its release. Riven ...

ConAgra Foods, the $14 billion packaged-food giant, created its Feeding Children Better program in 1999 in response to the growing problem of childhood hunger in the United States. In conjunction with ...