Warc index
 

This paper describes the challenges facing a new bank launch in New Zealand in 2002, including switching inertia in the banking market, potentially damaging public perceptions of the bank and budget l ...

At the beginning of May 2003, New Zealand faced a major social and economic crisis, with the prospect of widespread rolling power cuts throughout the winter unless dramatic savings could be achieved b ...

The New Zealand milk market has declined since the 1980s due to health concerns, changing consumption habits and competing products. This paper describes how Anchor used innovative creative solutions ...

This case study describes how First Citizens Bank was neither a small, high service nor high finance bank and it was seen as serving no useful function. The objectives were to shift perceptions and r ...

Campaign to promote fish and the fishing industry, for `Seafish' (The Sea Fish Industry Authority), 2000. Aim: to promote fish as healthy, in an enjoyable way. Aimed especially at C1C2 mothers. TV, li ...

This case measures the effect that the ‘Two Boys’ campaign had on Kellogg’s Sultana Bran’s brand performance. The brand was in poor health prior to the campaign, facing an ambitious marketing objectiv ...

This case charts how Scotch-Brite (from 3M) leveraged itself from its traditional ground of the kitchen sink and into dominating the fastest growing category in household cleaning. It is written by a ...

This case is about how Meat & Livestock Australia (MLA) and its agency BMF delivered a significant return on a modest advertising investment from lamb producers. The campaign enabled the value of the ...

This case is about a campaign that reversed negative attitudes toward red meat and helped boost consumer expenditure by A$1 billion. 'Red Meat. Feel Good' required a new way of communicating nutrition ...

2000 relaunch campaign for Lipton Sidekicks. Lipton was one of the first companies to launch a packaged meal accompaniment line with Noodles & Sauce in 1985. But by 1999, the brand faced real barriers ...

The campaign objectives was to maintain market share and gross margins while developing customer relationships. The primary communications objectives of achieving a higher awareness was more than met ...

The marketing challenge is described as taking this successful brand and make it great and maintaining its number one position over the next decade. The study claims a highly successful sales perfor ...

Campaign in women’s weekly magazines for PG Tips, to persuade mothers to offer tea to their children so that they pick up the tea habit. Highly commended, APG Awards 2001.

2000-1 campaign to revitalise Lipton Chicken Noodle soup, a brand in slow decline for 13 years in a flat market. 4 TV executions aimed at persuading mothers to serve more often, press added later. Res ...

1999 television campaign for Kraft Dinner. Brand, though leader in category, had been losing equity, being increasingly bought on deal to compete with private label. Need to revitalise the brand to st ...

The 'Trapped' campaign introduced a new way to treat the flu, prescription Tamiflu. The goals of this campaign were to build awareness of this new brand in this new 'flu treatment' category, and moti ...

How Surf was turned around in 5 years. In 1994, Surf had a 2% share of the detergent market, was loss-making, and had been de-listed by Sainsbury's. By 1999 it had reached 7% share and was the fastes ...

The case study describes the marketing challenge as reclaiming growth despite quadrupled competition. The campaign objectives were to halt decline, increase shipment and broaden the use of the produc ...

Campaign, May-August 1999, to reinvigorate a staple and dull product, beef mince. Campaign had to not only reposition mince, but bring about behavioural change: the key was to segment cooking mothers ...

Campaign, 1999-2000, to halt a 12 - year decline in lamb consumption, then increase it by 10%. Involved repositioning lamb in consumers' minds. Two-pronged campaign structure: 1) brand advertising (co ...

Defensive campaign 1998-2000 for McDonalds Happy Meals, aimed at retaining market leadership and profitability. A continuous promotional programme with changing content every 4-6 weeks, using 12 TV 30 ...

To many consumers there are no good solutions to eliminating odours on fabrics. Febreze offered a distinct point of difference versus air fresheners - it provided a new and completely unique way to a ...