Warc index
 

Cottonelle was the national market leader in its category, despite the fact it was only sold in Ontario. Following the end of an agreement with Kimberly-Clark, the brand's owner, Kruger Products, had ...

Reversa, a product designed to reverse the effects of skin's photo-aging, had mainly been promoted to cosmeticians and dermatologists. The brand was dwarfed by its competitors, though the women who kn ...

In 2004, Dove was facing a number of challenges in the hair care, deodorant and personal wash categories. In response, it launched the Campaign for Real Beauty, with Canada a key part of the global te ...

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

In the espresso coffee market in Italy, Pellin Caffè competes in the 'premium price' and 'premium quality' product sectors against highly renowned brands with higher market shares and communication ex ...

John & Johnson's Greek tampon brand o.b. wanted to speak to its audience in a modern and creative way, and thus establish an emotional affinity with its 17-24 year old target audience. To do so, it so ...

Cappy, an Austrian soft drink owned by Coca-Cola, is mostly aimed at women. The summer months are very important for the brand, but during 2006 this coincided with the World Cup, meaning that communic ...

The launch of Nivea DNAge was to be the biggest of any anti-aging product in Austria in 2006. The challenge for DNAage was to differentiate itself from other skin care products based on its proven dir ...

The Jeep brand has long been associated with masculine and adventurous values. In 2006, however, it decided to enter the urban SUV market with its new model, the Jeep Compass. In-keeping with this nov ...

In 2003, Lee Jeans, a division of VF Corporation, was a 114-year-old company whose brand of women's jeans, Lady Lee Riders, had been a staple of closets for more than 50 years. But Lee was lo ...

To raise brand awareness, brand equity and brand definition among consumers, UnitedHealth Group launched the “It Just Makes Sense” campaign in 2003. Alongside GSD&M, UnitedHealth utilised a range of m ...

In July 1998 Chesebrough-Pond's, a division of Unilever United States, introduced a new item—Soothing Cucumber Eye Treatments—to its Pond's line of facial care products. ...

In the most sweeping and ambitious advertising effort in the company's history, Unilever PLC launched a global ad campaign in 2003 that aimed not just to sell its new line of Dove brand product ...

In 1998 Unilever PLC subsidiary Lever Brothers, makers of Wisk laundry detergent, launched a new advertising campaign with the tag line "Do It Once. Do It Right." The primary element i ...

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 ...

Sprint Corporation's "Monday Nights Free and Clear" campaign publicized free long-distance calling services that the telecommunications company offered during the last four months ...

At the beginning of 2000 mattress maker Serta International had three advertising goals in mind: increase brand awareness, win consumer loyalty, and entice retailers to stock more of the company ...

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the t ...

By the 1990s Sears, Roebuck & Co. Company, a massive retail chain selling thousands of products, was in serious trouble from the loss of market share to big-box stores such as Wal-Mart, Targe ...

For many years Schick-Wilkinson Sword was a distant second to Gillette Company in all categories of the global market for shaving products, but in the late 1990s Schick recognized an opening in the wo ...

In September 1998 Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, introduced the Swivel Glide Vision, a bagless upright vacuum with a unique see-through container. A new telev ...

Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, generated free publicity for itself with its innovative and controversial "Fred Astaire" advertising campaign. In ...

Polaroid Corporation, manufacturer of one of the premiere brands of cameras for more than 50 years, faced a crisis in the 1990s as the rise of new technologies, in particular digital cameras, negated ...

In January 1998, Pharmavite launched a $17 million national television, print, and radio campaign for its Nature Madeline of vitamins and nutritional supplements. Created by Leo Burnett, the campaign ...

In 1990 the Warner-Lambert Company began an advertising campaign that starred eye-catching alligators to illustrate the beneficial properties of its product, Lubriderm Hand and Body Lotion. The campai ...

The Oxygen Network was the centerpiece of Oxygen Media, an entertainment company that catered to an exclusively female audience via television and the Internet. The network's 2000 introduction ...

At the turn of the millennium pharmaceutical giant Novartis AG of Switzerland boasted a wide range of products, including one of the industry's most promising stables of prescription drugs awai ...

According to Forbes magazine, Internet and catalog shoe shopping was a $2 billion business in 1999. Clothing retailer Nordstrom, Inc., which had launched an Internet subsidiary—Nordstrom.com&#x ...

In 2000 Nordstrom was an aging retailer with an identity crisis. Its core customers—baby boomers—continued to rely on the chain's classic merchandise and top-of-the-line custome ...

In 2004 Nissan North America, the North American subsidiary of Japanese automaker Nissan Motor Co., Ltd., introduced a redesign of its Quest minivan. Originally a joint project with the Ford Motor C ...