Warc index
 

Pizza Hut is the world’s largest pizza chain, but in the US in the late 1990s it was facing increasing competition. Its response was to introduce the Big New Yorker pizza, a bigger, sweeter flavoured ...

The National Association for Stock Car Auto Racing (NASCAR) saw its popularity dramatically increase between the 1970s and the 1990s. Long considered a sport followed chiefly by blue-collar males in t ...

In 2004, brokerage firm Morgan Stanley and advertising agency Leo Burnett released the “At Your Side” campaign. Unlike competitors, Morgan Stanley targeted retail customers, particularly baby-boom par ...

This paper describes how the $500 million (approx £250 million in 2008) ‘Smile’ campaign of 2000 failed to redress the sales slump and promote the store revamps. Although there were high expectations ...

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste. Revenues were shrinking and to reconnect ...

Though few consumers would connect complicated mathematical equations and the latest scientific advances in biology with Little Caesar Enterprises, Inc., both figured into an early 1997 advertising ca ...

By the late 1990s the pizza market had become saturated, and Little Caesar Enterprises, Inc., a value-oriented player that had grown dramatically during the 1980s, saw its sales and market share fla ...

Consumers know Little Caesar Enterprises, Inc. for its absurd, funny commercials created by Cliff Freeman & Partners, including the very popular and award-winning "Safety Video" ...

Little Caesars, an international pizza chain of more than 4,800 units, is well known in the advertising industry for its quirky "Pizza! Pizza!" television commercials. Created with Cli ...

Frustrated by the lack of educational toys, in 1995 Mike Wood, a California attorney, rewired a talking greeting card to help his son differentiate between phonetic sounds. Soon afterward Wood founded ...

Joe Boxer built its reputation in the underwear field by being offbeat. It was the first to offer glow-in-the-dark boxers and was known to stage outrageous stunts, such as sending 100 pairs of underwe ...

In 1994 Kmart Corporation came close to bankruptcy. In October of that year the company—then the second-largest retailer in the United States—posted its seventh consecutive quarterly d ...

The Kimberly-Clark Corporation, in business since the 1870s, had long been servicing the sick with its medical supply brands and consumer paper brands. By the first years of the twenty-first century h ...

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing ca ...

The Kellogg Company's humorous "Gotta Have My Pops" campaign, which had been airing on television since 1988, continued to increase brand awareness of Kellogg's Corn Pops r ...

The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost inte ...

In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry. Undisputedly the market leader for printers and other electronic products, Hewlett-Packard (HP ...

Although it was widely known and respected in the business world for its solid engineering and reliable products, Hewlett-Packard, a huge company with 121,900 employees and revenues of $42.9 billion ...

Once the crown jewel of the General Motors Corp. (GM), the Oldsmobile division had fallen on hard times. As a result, GM went so far as to contemplate terminating the venerable Oldsmobile nameplate, ...

In October 2005, Ford Motor Company introduced the new Ford Fusion. Inspired by the company's futuristic Ford 427 concept car, the Fusion was a four-door sedan aimed at young, upwardly mobile ...

Church's Chicken, owned by AFC Enterprises, had a reputation for serving traditional Southern-fried chicken as well as other Southern favorites, such as fried okra and biscuits with honey. But ...

America Online, Inc. (AOL) used a strategy of mass distribution of start-up CD-ROMs and free trials along with unsophisticated late-night television spots to become the largest Internet service prov ...

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 ...

Despite an ever growing market Petits Filous, the brand owned by Yoplait Dairy Crest, was suffering in sales compared with competitors such as Munch Bunch. Playing on the tradition of the brand, Petit ...

Following eight years of declining market share, Daz embarked on a campaign from 2002-04 to reinvigorate the brand. The aim was to re-connect with the brand's target market of young working-class mo ...

This short account shows how a UK promotion was adapted to the Irish market to drive loyalty and affinity to the Persil brand by offering primary schools a range of arts and craft materials in exchang ...

After inventing the dishwasher detergent market in the 1970s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands b ...

When the Suncorp -a leading insurance company - sought to launch its under-25 'Family Discount' offer, it faced the significant challenge of selling insurance to the youth market, and of speaking to p ...

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries ...