Warc index
 

Adult snacking is a growing trend in the Canadian market, pointing to opportunity in the casual meal territory. STOUFFER'S decided to create a whole new section in the frozen aisle consisting of handh ...

The Quebec bread market is dominated by two players, Weston/Gadoua and Multi-marques. Despite attempts to reverse three years of decline via advertising and promotion, Weston's volume and share and ke ...

Wattie's first launched baked beans 60 years ago, and has for decades been a staple part of the Kiwi eating repertoire. Over time, however, the Baked Beans category has stagnated as more modern snack ...

Just Juice has been around for 25 years, and yet continues to grow and demand a premium, and is the second most recalled beverage brand in New Zealand - second only to Coke. To cement its position, th ...

In early 2005, Netflix's dominance of the emergent mail-in DVD rental category was in danger. Blockbuster had decided to compete directly in the same space, putting Netflix at a real disadvantage in t ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

The Bathroom Moments campaign has transformed Angel Soft from a by-stander to a true competitor in the TP wars. The challenge was daunting, as Charmin has dominated the category for over 20 years. The ...

Museums and art galleries have traditionally been the preserve of the educated middle-classes. This campaign shows that it is possible to broaden their appeal to a wider audience, if you approach them ...

This is an excellent example of how to use TV sponsorship well. Back in 2003, First Choice was a relatively new brand. To put their brand name firmly at the forefront of consumers’ minds for the 2004 ...

This paper shows how clever media thinking in the final year of Velux Roof Window’s “Toys” campaign enabled brand awareness to increase by 8% points, sales of windows to increase by 9% and sales of bl ...

How to convince people to buy bulky, heavy single-lens reflex (SLR) cameras when slick credit card sized digital compact cameras make acceptable photos? Canon required a campaign that would entice com ...

The Mercedes-Benz A-Class re-launch faced a challenging marketing context: battle for volume, high advertising spend, hungry new market entrants. Its pan-European success was due to a consistent one v ...

The potato crisp market is highly competitive so in the early 1990s, the New Zealand-based company Bluebird Foods launched a grain-based snack called Grainwaves. It performed well but in 2002 it hit ...

Just Juice was a brand in a category being squeezed by heavy discounting, meaning it had to radically rethink what it did. It launched Just Juice Bubbles, taking the brand out of juice and into the co ...

This paper describes how in 2005 Farmers in New Zealand extended their Red Dot fashion promotion to encompass all categories storewide and nationwide. The effect was to more than double the 20% promp ...

In 2002, a war was brewing in Quebec’s pharmacy industry. Loblaws, Wal-Mart, and Zellers were beginning to penetrate the market, and all the industry players were preparing a counter-attack. With 227 ...

Nissan's Quest minivan was a laggard in a segment that was not very exciting to begin with. The new Quest, however, was totally unique and different. Instead of following conventions by marketing to f ...

In May 2003, Opel launched its flagship, the new Signum, which was to set new standards in the mid range segment with its exceptional new vehicle concept. However, being a new concept, the car lacked ...

The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher pric ...

In the late 1990s, Benadryl's long history started to work against it with newer brands enjoying more positive perceptions both among consumers and pharmacists. Pfizer responded with a concerted effor ...

This case study details a sustained return on investment achieved from an outstanding advertising campaign, the 'Red Meat. Feel Good' campaign. As the Gold Pinnacle winner in the 7th Advertising Effec ...

This case demonstrates how an effective marketing strategy that can be continually refreshed creatively can provide long-term and even exponential growth in success and rewards. The 'We love our Lamb' ...

After year's of negative perceptions against red meat being unhealthy, The Campaign Palace’s proprietary “True Who” social research peered over the horizon and identified a massive change in consumer ...

Milk sales in the North American prairies fell by 1.2% between 1999 and 2002 alone. With a $2.4 million budget (approximately £1.2 million at 2008 rates), the ‘Never Stop Milk’ campaign aimed to remed ...

During the 1980s, with the cheese market in New Zealand focused on quantity, Mainland hoped to reposition itself based on emotional bonds and quality of cheese. With clear goals in mind, the “good thi ...

It was a case of think local and go global for McDonald’s “Eat Smart, Be Active” programme. This initiative was developed by DDB New Zealand to address specific issues for McDonald’s in the New Zealan ...

This paper outlines a campaign aimed at improving brand awareness, consideration and involvement. Other objectives were to increase account transactions and introduce younger customers in order to saf ...

Canadian Blood Services (CBS) is the not-for-profit organization that took over from the Red Cross in Canada (excluding Quebec) after the tainted blood scandal. It collects 800,000+ units of blood ann ...

Familiprix had been positioned as ‘pharmacy owners who know health issues and are close by’. The health positioning reflected a product mix that skewed 70% to healthrelated products, compared to 30% f ...

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route. The market in ‘99 was a different proposition however. J ...