Warc index
 

In 2001, Canada's leading wine marketing company, Vincor Inc., introduced a wine targeting the younger wine consumer. Sola Nero was in the Popular segment (technically <$7.00), and 'younger' in this c ...

Labatt launched Boomerang in Quebec in 1998 and created a new segment. A year later, Molson jumped in with Tornade, followed by Smirnoff, Bacardi and Mike's Hard Lemonade. Boomerang is a malt-based dr ...

This paper describes the 2002/3 advertising launch of Yoplait yoghurt in Canada. The growing diet segment was identified as having potential but was monopolised by Silhouette with 94% Quebec share. ...

In Canada, awareness of Nestle’s Aero chocolate brand fell from 18% to 15% between 1999 and 2001. Its one point of difference was the bubbles it contained. Research indicated that most consumers let A ...

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route. The market in ‘99 was a different proposition however. J ...

In the late 1990s Cadbury didn’t have a chocolate and peanut product in New Zealand. However, it recognised that there was potential in the market as the leading product, Whittaker’s Peanut Slab, was ...

Despite holding a 95% market share in this mature market, the GIB Living Solutions® strategy has increased sales by $35 million in the 12 month period to 31 March 2003. In the same period, gross margi ...

Carters was a brand in crisis. Well, hardly a brand really. Years in the advertising wilderness had left it with little awareness and even less positivity amongst consumers, and even its core trade au ...

VELUX is a successful global business in the building market and one of Denmark’s leading companies. In order to ensure consistent quality in their advertising across a number of European markets, VEL ...

In August 2001, The Union ran three TV commercials for Limelite Limescale Remover in Southern England. The commercials were short, 10 and 20 seconds, and got straight to the point that if you have a p ...

This TV dinner product had suffered from quality decline, lack of marketing and increased competition. The campaign objectives were to reverse the fall in sales and achieve a 10% growth over the prev ...

Rimmel has established itself through the 1960s and 70s as the nation’s favourite make-up. It was the first brand women bought and had been successfully positioned as ‘beauty on a budget’. Its success ...

2000-1 small budget campaign for the Flowers and Plants Association. Shows the importance of tracking to detect if a message is not working as intended. Market analysis showed opportunity to increase ...

This paper, which won a silver award, examines advertising’s role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray’s fortunes. With ...

Campaign 1998-2002 to transform and update image of Debenhams. Solution identified brand strengths and `re-engineered' them to fit new trends. New positioning: build on the accessibility of Debenhams ...

Mr Muscle dominates the oven-cleaning market. Part of the SC Johnson portfolio, it is supported by spend of £3m for the Mr Muscle range: 98% awareness and 43% household penetration is the result. Howe ...

Three-year campaign (TV and Internet) to improve police recruitment from 2000. This is the first national campaign for the police, with aim of helping to recruit 9,000 officers. The campaign adopted a ...

The objective of this campaign was to launch and position Berlei One as the most comfortable bra in the world and use Berlei One as the flagship to contemporise the Berlei brand as whole. Following th ...

For over 70 years, Bonds has been an icon underwear brand in Australia. When consumers thought of Bonds, they invariably thought of Chesty Bond – the masculine symbol of the Bonds brand. Whilst Chesty ...

In April 2001 Procter & Gamble launched Total Effects, a sub-brand of Olay and its first premium ingredient, anti-age skincare product. It was third to market in a category which had undergone a signi ...

This case charts how Scotch-Brite (from 3M) leveraged itself from its traditional ground of the kitchen sink and into dominating the fastest growing category in household cleaning. It is written by a ...

This case relates how the “Give a Damn” campaign not only saved Golden Circle glass jam from the immediate threat of deletion, but secured massive sales and market share growth. Within two years, the ...

This study explains how the agency had to overcome the problems of low interest, low awareness and strong competition from other brands in the matress market. The campaign objectives were to achieve ...

This study describes a campaign that changed the perception of the product from being a comfortable, reclining chair to a stylish furniture line whose main target audience was higher earning 25 to 44 ...

The marketing challenge was to persuade 18 to 24 year olds to vote and the campaign objective was to bring these young people to the polls in Minneapolis. The agency recognised that the target market ...

Campaign (2001) by Pfizer to raise awareness and acceptance among men of erectile difficulties and to urge them to seek treatment. In accordance with the guidelines governing the marketing of prescrip ...

2001 campaign to revive Philadelphia Cream Cheese (which in earlier campaign had achieved leadership) under attack from competitor Lactantia Cream Cheese. Lactantia matched Philadelphia ad spending, ...

In 2001, Campbell’s Soup was in slow decline. It languished in the back of consumer’s cupboards and was losing out to frozen food and ready meals. Campbell’s couldn’t change the iconic packaging, the ...

2000 relaunch campaign for Lipton Sidekicks. Lipton was one of the first companies to launch a packaged meal accompaniment line with Noodles & Sauce in 1985. But by 1999, the brand faced real barriers ...

2000-1 campaign for Pine-Sol household cleaner. At start of 2000, Pine-Sol was number 2 brand in the liquid dilutable household cleaner market, but in slow decline since 1998, facing attack from P&G, ...