Warc index
 

This silver-winning paper shows how, since 2000, TV advertising has helped turnaround Sainsbury’s business fortunes, by delivering £1.12 billion in incremental revenue and a ROI of £27.25 for every a ...

As a Complete Dry Dog Food (CDDF) specialist, Edward Bakers Petfoods’ (EBP) strategy was to facilitate sector growth, stealing share from canned dog foods. Its long-term mission was to be the number o ...

By 1999, supermarket own label dominated the packaged cake market. The Mr Kipling brand, owned by Rank Hovis McDougall, had seen a ten-year decline in sales and was regarded as old fashioned. A new a ...

This silver-winning case documents how Waitrose strengthened its position as the UK’s preeminent food retailer despite tough competition from larger spending rivals. Increasing advertising budgets pla ...

This paper, which won a silver award, examines advertising’s role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray’s fortunes. With ...

Campaign (2000 - 1) to revitalise Jeyes Bloo, long the brand leader in the lavatory block sector. This sector in decline in face of new fragrant liquid rim products. New variant, Bloo `n' Bleach, and ...

Mr Muscle dominates the oven-cleaning market. Part of the SC Johnson portfolio, it is supported by spend of £3m for the Mr Muscle range: 98% awareness and 43% household penetration is the result. Howe ...

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 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 ...

In 2001, Campbell’s Soup was in slow decline. It languished in the back of consumer’s cupboards and was losing out to frozen food and ready meals. Campbell’s couldn’t change the iconic packaging, the ...

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 ...

2000-1 campaign for Pine-Sol household cleaner. At start of 2000, Pine-Sol was number 2 brand in the liquid dilutable household cleaner market, but in slow decline since 1998, facing attack from P&G, ...

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 ...

This study describes how the Baxter brand was suffering from a conservative image and increased competition from convenience and snack products. It describes how, with input from several research stud ...

The primary objective of this small company operating in the organic grocery sector was to differentiate itself from other organic companies and develop a profile that would open doors to grocery buye ...

TV campaign for Sunlight laundry detergent, 1999-2000. After a successful campaign in 1998-9 (the 1999 Grand Prix winner), Sunlight sales had grown 28% while major competitor, Tide, had declined. Tide ...

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 ...

Describes 1998 launch of Persil Tablets. In 1994, Persil was revitalised by launch of Persil Power, but it had to be withdrawn in 1995, with consequent damage to the brand. There was a need to rebuild ...

1998 TV campaign to renovate Cussons' 1001 Mousse carpet cleaner. Brand was under pressure from consumer and retailer apathy and aggressive competitor (Vanish). Brand had no superior performance claim ...

Ariel, Omo/Via's main competitor, has been restless in its efforts to achieve market dominance. Via came within two share points of its historic market leader status and was in need of a new approac ...

1999 revitalising campaign for McVities Jaffa cakes, a market which had become promotion-dominated. Advertising task was to 'renew the dialogue' with consumers after a 7-year advertising gap, increase ...

This paper demonstrates how advertising helped Lurpak to grow in value, from £60 million (approx $120 million at 2008 rates) in 1995 to £102 million in 2000, with a return on investment of 45%. The l ...

Describes how the Co-op Food Retail Stores re-positioned during 1997-2000, and were transformed from a business in decline to one with a healthy-looking future. Objective of the TV `Celebrity Relative ...

Describes Tesco's advertising from 1990 to 1999, a period when Tesco's turnover increased from £8 bn to £17.4 bn and its share rose from 9.1% to 15.4%, overtaking Sainsbury to become market leader in ...