Warc index
 

In 2007, Benecol (a range of cholesterol lowering foods) faced a bleak future in the UK with a decline in market share and its sector also shrinking. This paper shows how by reviewing and changing the

Special K needed to attract more women to meet its business objectives but its communication had hit a ceiling in relevance and affinity. It became clear that many women did not identify with the perf ...

For this campaign for skin cancer charity, Skcin, McCann Erickson created a hoax online product targeting obsessed “tanorexics” at risk from harmful over-exposure to sunbeds. The agency used PR and vi

Kellogg's wanted to further broaden Special K's appeal in the burgeoning slimming market, ideally using a joined up international idea that would appeal to women around the world. A range of diet plan ...

Tetley was the number one brand in the tea category, but with its brand personality firmly rooted in traditional black tea, it was neither prepared for nor positioned for the change that was sweeping

In 2008, the Heart & Stroke Foundation announced they were launching a new initiative called “The Heart Truth” to raise awareness of heart disease as the number 1 killer of Canadian women. The Bec ...

Ocean Spray was a declining brand in a declining fruit juice category during the 2000-2005 period. It had become side-lined when media attention focused on diet and obesity, even though cranberries w

In 2000, Unilever acquired market leader Slim-Fast. Two years later, the Low Carb/Atkins diets badly affected dietary products which were perceived as being deprivational. This necessitated repositi

Having lost over 50% of its franchise from 2002–05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1 billion. Tasked with proving the brand’s vitality to dieters, retailers and Unile ...

Since the first diet soft drink was introduced in the 1960s, the diet category has been a vital part of the beverage industry worldwide. Diet Pepsi is PepsiCo's second-biggest trademark, a $3 ...

The marketing of diet products has been fraught with unique challenges because of their focus on physical appearance. Issues such as cultural ideals of beauty, physical health, gender roles, sexuali ...