Warc index
 

At the end of 2007, Radley + Co, a manufacturer of luxury handbags, exchanged hands for £130 million - just two years after the company was purchased by private equity firm Phoenix for £42 million. Du ...

Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers. Research conducted by Unilever's Dove beauty brand showed t ...

From 2001-06, De Beers aimed to combat slowing sales in the mature, saturated US diamond market by adopting a new approach that focused on making an emotional connection with women. In doing so, it so ...

Launched in 1999, Activia is a yoghurt brand which contains a probiotic culture with digestive benefits. In three and a half years, Activia went from being a niche brand worth £26.3 million a year to ...

For the past 20 years, anti-ageing has been the largest and fastest-growing segment of the beauty market, largely based on the premise of tying youth to beauty. Dove, however, sought to break category ...

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market. Rather than launch a premium brand - as many o ...

In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative. Alongside launching new products to fill gap ...

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 ...

Procter & Gamble's ThermaCare was a small player in the menstrual market. The product had been in a two-year decline, and lacked marketing support and shelf space, as well as operating at a price disa ...

The Chemistry.com dating website aimed to be a differentiated service from the major players in the website, match.com (which founded the category based on its subscribe and search model) and eHarmony ...

Dove made its first major foray into the beauty category in 2004 with The Campaign for Real Beauty, challenging widespread concepts of beauty and helping the brand gain $1.2 billion in value. It now w ...

The 2 SMRT 4U Internet Safety Campaign's had the main objective of increasing the awareness of internet risks among teenage females. The main message of the campaign was to encourage them to change th ...

A campaign (2007) for Arm & Hammer master brand (advertiser Church & Dwight). Objectives: support the breadth of the Arm & Hammer portfolio behind a common look and feel to build and exten ...

A 2007 campaign for SunChips multigrain snack (Frito-Lay). Objectives: grow penetration by attracting a wider user base; enhance brand values to become an iconic brand. Research (described) led to ide

A launch campaign (2007) for a TV mini-series, Tin Man (2007), on the Sci-Fi channel. Objectives: to increase awareness among users and non-users of the channel, attract new viewers, and appeal to bot

A campaign (2006-7) for the Diamond Trading Company (DTC). Business objective: incremental diamond jewellery sales increase in the US, $1bn by end 2007. Communication objective: refresh romantic appea

A 2007 launch campaign for Hostess 100 Calorie Snack Cakes. The brand was suffering competitively under social concerns about obesity and junk food. Business objectives: a better-for-you (BFY) Hostess

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

Despite consumer research showing that consumers preferred using SpongeTowels on a number of functional measures, Bounty - the market leader - continued to dominate consumer perceptions for quality an

SickKids, as a brand and institution, has been on a heroic journey. A pillar of the Toronto community for over 130 years, the Hospital for Sick Children decided in 2004 to re-brand and re-position its

In the last five years Pillsbury had used advertising adapted from the US (due to similar products and demographics). Results had been closely aligned to population growth. The challenge was to find a

This article describes the re-positioning and re-launch of o.b. tampons in the U.S. following its re-launch in Canada. It describes how an underdog brand in the competitive and loyal tampon category -

While it's no longer realistic to spend almost an entire day at a spa once a month, the creators of Gee Beauty sought to modernize traditional grooming by introducing the concept of shorter and more f

This article describes how astute marketing and powerful advertising not only helped Cottonelle survive the transition to Cashmere, but that it built positive momentum, despite the return of K-C's Cot

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 ...

Igloo, the frozen food business, wanted to improve consumer perceptions of frozen products and increase penetration of its products over the long-term. Its primary target audience was “modern mothers”

Rexona/Sure, Unilever's deodorant brand, had fallen to third place in the Dutch market and wanted to recruit younger customers. A campaign created by Lowe aimed to launch the “Rexona Girl” product lin

Best Western Hotels GB aimed to: increase booking revenue by a minimum of 5% during the promotional period; maximize the limited budget via creating a talking point with the creation of a character; c

Christmas is a massive part of the year for Farmers, the New Zealand retail chain, but research revealed that its traditional festive advertising wasn't connecting with consumers in the way the compan ...

In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to ...