Warc index
 

Tide - a mid-priced detergent sold in Serbia and Romania - was losing market share both to cheaper brands and to its direct competitors, a situation that was compounded by low awareness levels among c ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

In 2005, established cereal brand, Cheerios, decided to extend their reach into the hitherto unexploited US Hispanic sector, a large, previously untapped, market. Cheerios brand equity is nurturing,

More than half a million children in the US need fostering but evaluative research revealed that many potential foster parents doubted their suitability for the role, particularly regarding older and

The challenge for Pampers to enter the disposable swimpant market in 2005 was to compete against Huggies which held 97% share. Pampers objectives were to build awareness to 18%, share to 20% and sale

In a world of increasing demand for purer, more organic foods, hot dogs were losing their lustre. All because of an (erroneous) consumer perception that hot dogs are made with 'mystery meat'. Hebrew N ...

Despite the calcium benefits of milk being known in the Californian area, sales were being outstripped by alternative products claiming to offer more. With the large Hispanic population (standing at 3 ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

Despite acceptance of the importance of milk in youth, generally milk consumption among adults is generally half that of children. The main reason was the perceived image of milk as being fattening. T ...

In launching its GoPhone prepaid cell price plan, Cingular was seeking to enter a new market and catch up with competitors such as Tracfone and Virgin which already held strong positions in the pay-as ...

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 20 ...

Andrew Thomas, e-business director at Bounty, discusses the findings of a recent survey investigating the opinions and behaviour of today's UK mum. The survey revealed that despite changing lifestyles ...

The Child Cancer Foundation knew it was working for a good cause, but it was also operating against a high number of other highly worthwhile charities competing for New Zealanders' money: in 2006 alon ...

The Alcohol Advisory Council of New Zealand (ALAC) wanted to tackle the country's binge-drinking culture, a challenge when the notion of getting drunk was seen as simply letting off steam while being ...

This 2005-06 campaign for Telstra's BigPond broadband offer aimed to encourage broadband take-up and reverse Telstra's declining share, and, specifically, to raise it from 39.7% to 41.5% over the 12-m ...

The Canadian beverage sector has witnessed a number of innovations and product launches in recent years, varying across waters, juices and sports beverages. While chocolate milk has a strong nutrient ...

The SickKids Foundation wanted to raise $79 million in 2007 (beating the previous year's record of $70 million), at a time when charitable fundraising had never been more competitive. It also carried ...

Parents and grandparents don't often buy PS2 games for their children and grandchildren, considering them to be anti-social and too violent. PS2 had an image of hardcore gaming, but now that gaming is ...

Unilever's laundry detergent brand, OMO, was facing a decrease in awareness as a result of intense competition and the growth of private label brands. Driven by a new focus on a target group of young ...

Fisher Price (part of Mattel) is a market leader in the field of toys for small children, which aims to create a new culture around playing and sustains the importance of educational toys for children ...

Despite a limited budget, the Virginia Tourism Corporation (VTC) had been a model promoter of state tourism for most of the second half of the twentieth century. In the late 1960s it began using the s ...

Toyota Motor Sales, U.S.A., Inc., was the distributor of Toyota Motor Corp.'s Toyota, Lexus, and Scion brands in the United States. In model year 2004 the company released a new version of it ...

In 2002 three retailers, Office Depot, Inc., Staples, Inc., and OfficeMax, Inc., were America's largest office-supply superstores, with Staples trailing closely behind Office Depot, the industr ...

Staples, Inc., was one of three office-supply-superstore chains to emerge in the 1980s, each vying to differentiate itself from the others. In 1994 Staples launched its first full-fledged television ...

Stanley Steemer International, Inc., a carpet-cleaning service with franchises across the United States, began seeing sales declines in 2002. Wanting to change its marketing profile to address these d ...

With 30 theme parks in North America and 8 in Europe in 2004, Six Flags, Inc., was the world's second-largest operator of theme parks, surpassed only by Walt Disney Parks and Resorts. But the c ...

Procter & Gamble created the disposable-diaper market in 1961 when it introduced its Pampers brand. Despite being the first successful disposable diaper, by 1985 Pampers was falling behind co ...

The valued-focused Old Navy apparel brand was an immediate hit when it was introduced in 1994 by San Francisco parent company and national clothing retailer Gap, Inc. Old Navy made a name for itself w ...

In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold ...

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 ...