Warc index
 

Faced by stagnant sales, Magnum, the first ‘adult’ ice-cream, launched a campaign to reinvigorate itself across Europe. The idea was to promote the brand through a limited edition range. Sales grew 20 ...

In 2002, Nestle’s Milky Bar dominated the South African white chocolate market, with a 78% share while Cadbury’s Creamy Bar had only a 4% market share. But by changing the name to Dream, repackaging a ...

This paper demonstrates how advertising truly served to change people’s lives for the better. But the people it helped don’t even know it, because it is a campaign for crime prevention. There are an e ...

This case study supports an important truth about retail: good product doesn’t sell itself. Advertising has an important role in shaping perceptions. The story starts in late 2002 when, while the rest ...

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 entrance of new brands to the teen skin care market constituted a threat to Clean & Clear, challenging the brand to retain market leadership and relevance to teens despite the allure of the new en ...

Contact lenses have a problem in that they are prisoners of consumer apathy. People are highly involved in their eyes, yet they care very little about contact lenses. So, despite 50% of the population ...

Magnum has always been more than an ice cream for its female fans, but in 2003, with a new updated brand personality and a compelling limited edition range of Magnums, women everywhere gave in to Magn ...

The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher pric ...

The cosmetics and toiletries market is highly segmented and extremely competitive. Product lifecycles are very short and brands must be innovative to further push and defend their market position. The ...

The challenge for the Herbal Essences Fruit Fusions campaign was to generate interest in the launch of the new collection and to grow the Herbal Essences brand as a whole. Based on the insight that th ...

To expand Dove’s market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on ...

The Daz 'Cleaner Close' campaign's challenge was to find a way to reconnect this iconic, yet ageing brand with a new generation of female homemakers in order to reverse a long term decline in its shar ...

This case study is about advertising 'revving up' a traditional juice brand and turning it into a premium juice leader. With two campaigns, the advertising enabled V8 to firstly grow and then defend i ...

The task was to create an ad that would get teenage girls to start practicing safe sex. Research revealed that teens were twice as much worried about getting pregnant than catching AIDS. Pregnancy was ...

This is a story of movement - of how planning used insights into consumer attitudes to move Metamucil, from being seen in a negative light: as something that constipation sufferers turn to in times of ...

This paper explains the battle between Sunbeam and Linda to keep Australia warm during those long winter nights, and how a fleeting television moment packed with emotional intensity made all the diffe ...

By creating a new model for Tooheys Extra Dry's advertising and a new strategy based on solving key dissatisfactions with beer, planning was able to provide a springboard for an idea unlike any other ...

Contact lens use in Australia is a third of that in most countries in the western world, yet these customers are amongst the highest value for an optical retailer. Hence when OPSM approached The One ...

This case shows how Cottonelle turned its back on the clichés of bathroom tissue advertising, and grew market share in the face of intense competition — from P&G’s Charmin on the one hand, and Irving ...

“In the time it takes me to say this, you could win a limited edition WRX. Visit coke.co.nz for details.” The 2004 Coke XLR8 Promotion set a new standard in the implementation of a text marketing camp ...

How much can you achieve with as little as $5,000 and the increasing cost of modern day media? nzgirl wanted 20% more visitors to its website and to celebrate the strong, 'don't mess with me' attitude ...

In the ultra competitive world of grocery retailing, the battle for the hearts and wallets of consumers is relentless. This is particularly the case between competitor supermarket giants The Foodstuff ...

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market. Without the campaign Tui is just another 4% m ...

During the 1980s, with the cheese market in New Zealand focused on quantity, Mainland hoped to reposition itself based on emotional bonds and quality of cheese. With clear goals in mind, the “good thi ...

This researched-centred study describes the development of a North of England based bakery. The paper reports on the quantifiable results of a tracking study and mailing research. The results of a p ...

The objectives of this campaign were to double the size of Max Factors franchise in the launch year, to sustain a lipstick property that can be sustained long term and use the Lipfinity initiative to ...

Campaign for Oxfam shops, facing competition from increase in `retro-fashion' clothes buying. Research found that the wider retro fashion had a weakness: all the clothes were the same. Oxfam should st ...

Campaign for Harvey Nichols, in fashion magazines, based on distinctive idea that the store is `heaven for fashion addicts'. The `dark side' of fashion is that it is an addiction, but one that pervers ...

Campaign for Velvet toilet tissue. Describes problem faced by the brand in differentiating from major competitors (Andrex, Charmin) and retaining price premium for a low involvement product. Solution: ...