Warc index
 

In 1996, American Express launched a new advertising campaign to address its declining market share to its main competitors Visa and Mastercard. The campaign “Do More” hoped to alter the position of A ...

The slogan Philip Morris Companies Inc. used in 1968 to launch its Virginia Slims campaign—"You've Come a Long Way, Baby"—effectively combined the two seemingly diss ...

This 2005 repositioning campaign for Homebase, the DIY retailer, sought to reverse a previous decline against B&Q by promoting the idea that Homebase provides everything you need to make a house a hom ...

Through problems in perception, Ryvita, the crisp-bread company found itself launching Ryvita Minis in 2003 to reinvent their image. With a decline in existing users of the product, the new product wa ...

This 2004-05 campaign for the GMG Radio Group set out to launch a new station, Smooth FM, which has gone on to become the second largest station in the North West of England. The launch was a re-brand ...

Launched by Procter & Gamble, Naturella is a mass market feminine hygiene product available in several markets around the world. The 2002-5 campaign in each market used TV, supported by in-trade c ...

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand. Two years later City expectations were smashed by Q4 sales growth of 9.1 ...

This short paper shows how Ambi Pur launched an upmarket domestic product for both consumers and distributors to establish itself on the French home fragrance market. A targeted campaign gave the impr ...

This short paper argues that the Special K and Roc Anti-Cellulite promotion offered an exceptional, innovative consumer solution – “interior” slimming with the 15 day Special K Slimming Challenge and ...

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 ...

Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image. In the Baltics, market share was barely g ...

Magnum is an icon of indulgence for modern, sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, reg ...

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The “Sensuality of Nature” campaign was therefore developed to create brand preference and s ...

Lenor turned the fabric conditioner market around with the launch of 'Sleep Sensations', and changed fabric conditioner category rhetoric to usage experience rather than a solution to laundry problems ...

In a price-driven market and in the face of the recession, Deichmann, the largest low price shoe retailer in Europe, with almost 2,000 stores, exceeded all expectations, achieving the best sales and i ...

Beiersdorf exceeded their objectives with the launch of NIVEA Deodorant “Pure” in 2005, following an effective campaign that clearly communicated a category benefit in a new and NIVEA-relevant way. “P ...

Fairy's challenge for growth started from an already high base of +40% value share in mature and highly competitive markets, where private labels and discounters were consistently gaining ground. Cons ...

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competi ...

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European mar ...

Just Juice has been around for 25 years, and yet continues to grow and demand a premium, and is the second most recalled beverage brand in New Zealand - second only to Coke. To cement its position, th ...

This paper describes how in 2005/6 Farmers repositioned itself as the fashionable, destination department store for contemporary Kiwi women. The new season television executions achieved prompted rec ...

This campaign moved Beiersdorf's NIVEA Lip Care brand from third place to number one in just six months. The impetus for the brand was based on new consumer insights, which could be translated into a ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

Gay rights has become a hot-button issue across the U.S. Against a backdrop of a contentious political climate that has separated America into red states and blue states, gay marriage has been a contr ...

2005 presented a grave challenge to Kodak. It needed to drive revenue and update its brand image - but without the benefit of new products to effect the transition. This is the story of how, by levera ...

This case study describes an advertising campaign to promote and launch an innovative new floorcare appliance called Lift-Off to the UK retail trade and consumer markets. The agency was was tasked wit ...

A very neat case, with an intelligently applied small budget generating an immediate (short-term) response in increased mall traffic. By making a real event out of a promotion, family’s advertising br ...

McLelland’s powerful performance as one of the fastest-growing grocery brands in the UK has been very impressive. A blend of smart strategic thinking and commitment to creating an appealing ‘seriously ...

The choice of communication played a vital part in the success of the 'Blue Jeans' campaign for NIVEA Bath Care. It made the product believable in the eyes of consumers, who are often doubtful of the ...

This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad m ...