Warc index
 

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 ...

With the popularity of video games infringing upon the children's-toy industry, the largest toy manufacturers reported that the maximum age of children playing with toys dropped from 12 years o ...

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 ...

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 ...

Despite its status as leading cereal the Cheerio’s brand owned by General Mills sought to reinvent its ageing message. The campaign sought to move away from the previous model of relying on the health ...

With the rise of digital photography in the 1990s, Fuji Photo Film U.S.A. found itself in danger of being marginalized as nothing more than a film company despite offering a wide range of digital prod ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

In 2001 Dial, the Dial Corporation's mainstay brand in the soap market for more than 50 years, was the only brand with an all-antibacterial line of products. The challenge in promoting it was t ...

In 2002 Dell Inc. experienced its first-ever yearly decline in net revenue. In 2001 sales hit $31.9 billion, but the next year they fell to $31.2 billion. The drop in sales coincided with an overall d ...

In 2002 CVS Corporation's drugstore chain, CVS/pharmacy, was approaching its 40th anniversary, and as a result of steady growth it was nipping at the heels of the nation's number one dru ...

Brigham’s, the New England based ice cream company, despite being well known in the local area, was struggling to compete due to limited operating budgets. With a previously traditional image, the com ...

In 2002 the nonprofit arts-advocacy group Americans for the Arts (AFA) teamed up with the Advertising Council, the producer of a myriad of public-service advertising campaigns, to present the " ...

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 ...

In an effort to tackle the problems of a decline in market share and childhood obesity in a single scheme, Sainsbury's offered vouchers for schools for every £10 spent, together with an extra vou ...

The short paper details a campaign targeted at future mothers at antenatal classes, which distributed a kit with a children's book symbolising the security offered by the Modus. The book tied the obje ...

Following the introduction of many electronic games into the competitive Spanish market during 2005, this brief paper discusses the effort to re-launch Furby through a variety of mediums during the mo ...

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 ...

In an industry where competition is as fierce as the margins are low, Alimentation Couche-Tard faced a daunting challenge in 2005: stop the migration of milk sales to grocery chains, and convince incr ...

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 ...

This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to st ...

Despite a declining chocolate biscuit market, Fox’s Rocky sought to reinvigorate its fortunes through its campaign in 2003. It considers the use of the figure ‘Rocky’, to target the opinion forming 8- ...

Innovative ‘media’ choice, including product placement in cinema foyers, supporting a well-constructed strategy of presenting My First Bed as a toy, resulted in a 50% market share. This was a solid ca ...

Pampers sought to accelerate brand trust and business growth in two markets facing very specific and different challenges. In Sweden, Pampers is the second player behind a strong local competitor Libe ...

This campaign for the Inland Revenue aimed to inform parents of new-born children about the Child Trust Fund (CTF). This gives £250 to each baby, in a tax-free account which the child can access when ...

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 ...

Westpac, one of New Zealand’s largest banks, decided to concentrate on marketing to the one million children under eighteen which research showed would encourage a long term relationship. This paper ...

The 'Kids Rule' campaign was brilliant in its simplicity, in the way it effectively communicated the simple idea that kids play an extremely important role when it comes to buying a car. The insight t ...

Pampers recognized an opportunity to help moms trust that there is a true training pant benefit for kids who have already started potty training and are 'active trainers.' In August, 2004, at the star ...

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 ...

This case study spans some 36 years since the launch of Kiwi shoe polish in South Africa in 1968, covering a period of consistent and focused campaigns which have grown both market share and sales fig ...