Warc index
 

Dove re-launched its ´Firming´ range in 2004 using advertising that broke the category norm to increase its volume share by 80%. Other brands promoted a definition of beauty that is about flawless, un ...

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 ...

The challenge for the innovative Aquafresh Tooth and Tongue brush was to create a new oral care regime of tongue cleaning. Not only did consumers need education, they also needed to be persuaded that ...

As a brand that stands primarily for natural beauty, NIVEA faced a challenge to penetrate the artificial beauty oriented self-tan market whose leader, L'Oreal, had been successfully settled in this ma ...

This campaign for Transport for London (2004) aimed to deter young women from using illegal minicabs late at night and risking sexual assault. After the 2002-03 campaign, minicab-related assaults fell ...

This campaign for the Home Office encouraged women in abusive relationships to telephone the government's new helpline. Most abused women do not see themselves as victims of a crime. The advertising h ...

This campaign for Harpic aimed to transform brand communication, which had hitherto been presented in a wholly functional way. Sales were failing because women worldwide did not identify with this app ...

This campaign for Always feminine protection set about countering a loss of share among older teenage girls (in the 16-19 year old bracket). These girls were rebelling against their 'mother's brand', ...

This paper describes Ogilvy's campaign for Dove Firming, which challenged the ideal 'thin and slinky' stereotype imposed by fashion models. Beauty advertising had become discouraging to women, who cou ...

By 2000, SKY had become a New Zealand media success story – with 28% of New Zealand households subscribing to the pay television service. Its success was due to an intensive retail-oriented promotion ...

Coke and Diet Coke were struggling to find a way to grow market share in an increasingly cluttered and health conscious marketplace. Understanding the needs of the target market was key. This youth au ...

The potato crisp market is highly competitive so in the early 1990s, the New Zealand-based company Bluebird Foods launched a grain-based snack called Grainwaves. It performed well but in 2002 it hit ...

In 2004/2005 IHC faced some extraordinary challenges within the charity marketplace. More fashionable charities, like Breast Cancer, were taking the limelight in a way never seen before. The Boxing Da ...

At the end of 2004 L&P was losing market share and relevance in the minds of New Zealanders. The shine from the launch of L&P Dry was starting to fade and the brand was starting to be less significant ...

This paper describes how in 2005 Farmers in New Zealand extended their Red Dot fashion promotion to encompass all categories storewide and nationwide. The effect was to more than double the 20% promp ...

What does it take to own a market position? How does a brand do this while defending itself in a rapidly evolving marketplace? These were the questions facing Effem Inc. and Whiskas in early 2003. Thi ...

It used to be that women felt the need to cover up their skin. But times have changed. From fashion runways to office buildings, women are showing everything from elbows and ankles to shoulders to mid ...

Departing from their traditional, generic 'diamonds=love' messaging, the DTC's Spotlight On Love campaign communicated specific product and occasion stories for the first time, creating beacons of emo ...

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 ...

Campbell's Soup at Hand offers busy/working women a warm, delicious and convenient lunch or snack in just minutes. This is particularly important, as there is an overwhelming set of convenient food ch ...

Zelnorm's first direct-to-consumer campaign for IBS-C successfully established the brand and overcame many consumer treatment barriers. DTC campaign objectives were to drive IBS-C sufferers into physi ...

The 'Go for Zero' campaign helped to nationally re-launch Diet Rite as the original and true diet soft drink. Diet Rite capitalized on the insight that diet/health-conscious women read labels and want ...

Despite a sceptical market, Dreyers was hoping to launch a new low fat ice cream. With most consumers agreeing the lower fat version did not taste as nice, not only was the brand hoping to alter perce ...

Quantum had one chance to get it right with its new line of Performance tunes (PT) products. By focusing on the unique story of how these products came to be, they were able to differentiate themselve ...

For this campaign, the agency was looking for a powerful media-worthy story where online dating could be brought to life. The goals were to generate awareness, brand perception and trial. Results were ...

Nissan's Quest minivan was a laggard in a segment that was not very exciting to begin with. The new Quest, however, was totally unique and different. Instead of following conventions by marketing to f ...

To launch the new 'The UPS Store' brand consumers needed 'to break a bad habit': packing and shipping with the U.S. Post Office. The campaign helped switch U.S. Post Office customer's to The UPS Store ...

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. ...

This case study describes how Garnier, one of the largest health and beauty brands and spender of £40 million a year on advertising, tested a relatively small-budget relationship marketing programme o ...

This paper tells the story of McVitie's 'Deliciously Self-Centred' advertsing campaign for its Jaffa Cakes between 1999 and 2002. Tracking research, econometric modelling, blind and branded tests and ...