Warc index
 

In 1997 Taco Bell Corp, the sixth-largest fast-food chain in the US and the only Mexican-style fast-food restaurant operating nationwide had experienced two years of declining revenues. This paper des ...

Southwest Airlines Company began as a carrier connecting the Texas cities of Dallas, Houston, and San Antonio and remained a regional airline for nearly two decades before taking its short-haul, small ...

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...

In 2002, the beer brand, Miller Lite owned by SAB Miller, was struggling. Its market share fell from 23% in 1995 to 19.4% in 2002 and it had fallen to the number three brand in a category it had pione ...

For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but ...

Well known for its pricey sports cars, German automaker Porsche AG and its American subsidiary, Porsche Cars North America Inc., began to change directions following a sales slump in the early 1990s. ...

In 1998 Polaris Industries, Inc., best known as a manufacturer of snowmobiles, introduced the Victory Motorcycle, the first new American motorcycle to be introduced in 60 years. Although it was part o ...

In March 1998 Pfizer Inc., the world's largest research-based pharmaceutical company, won FDA approval of its anti-impotency drug, Viagra. Because of the nature of the condition it was meant ...

In 1995 Schick, a unit of the Warner-Lambert Company since 1970, introduced the Tracer FX, a permanent razor that was designed to alleviate shaving irritation. The product was targeted at young men wi ...

In 2001 PepsiCo's Mountain Dew was the fourth-best-selling soft drink on the U.S. market. Even so, since the 1990s soft-drink sales overall had been seriously declining. While Mountain Dew� ...

After their run of two consecutive championships in 1989 and 1990, the Detroit Pistons of the National Basketball Association began a decline that lasted into the early years of the twenty-first centu ...

In 1997 Schwinn Cycling & Fitness Inc. launched a print campaign designed to entice the masses of mountain bike enthusiasts while altering the company's image as an out-of-touch dinosaur ...

Rainer beer, owned by Pabst Brewing, was a local brand in the US Pacific Northwest facing declining sales. In 2004, Pabst spotted an opportunity to target new consumers – young people looking for auth ...

Norelco Consumer Products Company introduced the Reflex Action Razor in 1996. The product launch, backed by an unusually large advertising budget and an aggressive marketing campaign, helped revitaliz ...

Of all of the commercials Michael Jordan had done for Nike, Inc., he was most proud of the 1997 spot that took a glimpse at his humanness. The commercial, filmed in a nine-hour shoot at Soldier Field ...

In 2002, before ever playing an NBA game, basketball prodigy LeBron James had secured a $90 million endorsement deal with the world's largest athletic company, Nike, Inc. The Zoom LeBron bask ...

In the late 1990s and early 2000s the National Football League (NFL) began to visualize itself as an entertainment megabrand along the lines of Viacom and Disney, with an imperative to compete not jus ...

In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft. The company l ...

Xbox, a video-game unit of the Microsoft Corp., was introduced in 2001, and within two years it had established its brand as a high-end video-game manufacturer. After passing Nintendo Company, Ltd., i ...

This paper describes how BBDO New York helped to convince discerning, health-conscious consumers that Snickers Marathon was a nutritiously credible energy bar with the great taste of a candy bar. Su ...

Clothing manufacturer Levi Strauss & Company entered the wide-leg jeans market in the summer of 1996. To celebrate the launch of its Wide Leg line, the company initiated a campaign aimed at a t ...

In 1998, sales of Rolling Rock beer, produced by the brewer, Labatt USA, were stagnating. Craft beers from microbreweries were also falling out of favour and Labatt believed it could take advantage of ...

In the late 1990s Jack, the clown spokesman for Jack in the Box restaurants, was at the center of a comeback for the fast-food chain. Jack in the Box had used a clown as its mascot until 1980. In that ...

In 1998, after being in business for seven years, Holiday Inn Express, the limited-service offshoot of the famed but ailing Holiday Inn brand, had no clear identity apart from its namesake and was i ...

After experiencing record sales in 2000, beer brand Rolling Rock, then owned by Labatt, saw its position weaken in 2001 with a decline of 8% in volume. The company decided to run its first large scale ...

As a symbol of brawny industrial power, no-nonsense technological prowess, and pure American individualism, it would be difficult to surpass the Harley-Davidson motorcycle. Even as flagship Americans ...

The Gillette Company enjoyed a position of dominance in men's toiletries, a broad category that included not only deodorants and antiperspirants but also such items as pre- and aftershave produ ...

Chevrolet was a division of the General Motors Corporation (GM), the largest car manufacturer in the United States. Long facing pressure from Japanese automakers such as Toyota, the company decided to ...

Gap, Inc. was established in 1969 with the purpose of selling one product: Levi's jeans. In 1991 Gap cut its ties with the Levi's brand and limited its merchandise offerings to Gap� ...

Australian beer brand, Fosters, wanted to create greater awareness in the US, which was dominated by big budget, domestic beer campaigns. Focusing on Australia’s reputation as a refreshingly untamed l ...