Warc index
 

The CLS is an entirely new car concept with an exceptional position within the Mercedes-Benz portfolio. Being neither a classic limousine nor a coupé, the CLS actually constitutes a completely new car ...

The success of the campaign 'New Eyes V' was based on introducing the high-end camera brand Olympus to young and fashionable buyers. Olympus entered the mass market without leaving its classical premi ...

Ariel faced the challenge of getting back into consumer's mindset and homes, following a continuous 10 year decline and weakening equity. Once market leader in the color segment, Ariel fell back to be ...

In the fall of 2003, the world of Quick Serve Restaurants (QSR) in Ontario was in chaos. McDonald’s, Wendy’s and Burger King were spending millions in media, behind deep discounts and new products. Me ...

Discount clothing stores usually follow the adage, “pile ‘em high and watch ‘em fly.” Promise quantity at low prices and people will flock to your doors. K&G Fashion Superstores is a US$2B discount fa ...

Retailers often think classical marketers overcomplicate advertising. If it works, they say, the cash register will ring. Immediately. This simplicity is refreshing, but daunting for an agency. Fortun ...

Rings were lagging behind the total diamond jewelry market-a dangerous decline since they represent over half the category value. The Raise Your Right Hand campaign launched a completely new product i ...

Having been deposed by Corona as the leading import beer in the US, Heineken had a real fight to generate sales, particularly in the drink-at-home market in key cities - Miami, Los Angeles and New Yor ...

A unique perspective on the target audience led to a powerful strategic and communications platform that repositioned the Peace Corps, got the organization noticed and fueled unprecedented growth in a ...

In the midst of price and minute wars as well as the onset of wireless portability, Verizon Wireless' goal was to grow their existing customer base and reduce churn. To accomplish this, Verizon Wirele ...

For decades Lee enjoyed the position of category leader in women's denim. That changed in the mid-90's when several niche brands entered the women's market and collectively started a denim revolution. ...

There are four major banks in South Africa, all competing for the upwardly mobile 'Achiever' market. Standard Bank was the first to introduce a bundled credit offering catering for this market. Howeve ...

This paper is about the financial value of emotional differentiation. In it, we will demonstrate how the launch campaign for the new Toyota Corolla repositioned the brand from being a reliable car th ...

This case study shows how UK supermarket chain Co-Op used traditional TV advertising to transform its brand fortunes. It also challenges the theory that promotion-led campaigns are more effective in g ...

This case tells how in two years, Roundup attained dominance in the weedkiller market, and went from a failing outsider to market leader. In doing so, it delivered: an 85% sales lift in year one; the ...

Rapid advances in technology have created a proliferation of new technology products, making successful launches difficult and rare. With the launch of its T610 camera phone, Sony Ericsson created th ...

Train travel isn’t an obviously communications-sensitive market, particulary in the UK where a spate of recent crashes has left the market depressed public perceptions diminished. Not even when the op ...

The shampoo market is a very competitive and cluttered category in every geography, and competition for the hair care aspect of women’s beauty is fierce. Image and the way this is communicated to the ...

The challenge for MasterCard was to represent a differentiated offer to consumers, encouraging them to use their MasterCard rather than any other of their plastic options. Via the Priceless campaign, ...

With fourteen live shows under its belt, Cirque du Soleil wanted to make number fifteen extraordinary. Cirque wanted to reinvent adult entertainment just as it had reinvented the circus twenty years a ...

Launching a new SUV (Sports Utility Vehicle) is difficult enough, even more so when you are the eighth European entrant to the category, the fourteenth brand overall, and up against entrenched competi ...

The Confiscated Car Club was an innovative campaign created by FCB New Zealand that targeted young male offenders. This is the most significant single group of fines defaulters, owing in the region of ...

This campaign either ran or is running in 36 countries. Details are documented for the top four markets – USA, Canada, Japan, Australia (countries in the European Union are not included). The campai ...

This campaign was aimed at establishing John Hickenlooper as a candidate for Mayor of Denver. The creative strategy was to differentiate between a novice candidate and a crowded field of well known D ...

The problem facing this brand is described as finding a way to grow incrementally when it already held 74% of the category in a market that had been flat for several years. The paper explains that co ...

This paper outlines the problems facing this cable mini-series. Although it reached 81 million homes it was perceived as a niche market with a narrow appeal to science fiction fans. The objective wa ...

This paper explains that the battery market in general and Duracell in particular had been in a state of crisis due to lack of differentiation within the market. The challenge was to restore the impo ...

This paper describes the launch, in physical and advertising terms, of Cunard’s Queen Mary 2. It outlines the problems of entering an already saturated market, selling a product in advance of its exi ...

This internet dating service was a new product being offered by Yahoo. The launch was preceded by qualitative positioning research to determine how best to win over both hearts and minds. The resear ...

The article describes how Yahoo Search’s dominance of the internet search brands was being threatened by Google’s rapid growth. The campaign objectives were to improve awareness, perception/conside ...