Warc index
 

In 2004, in the Canadian market, beer brand Grolsch had reached crisis point. It was increasing its price, losing distribution, and losing market share to bigger brands with bigger budgets. Using the ...

Four years after its launch in Canada, MINI has one of the most distinct and potent brand images in the Canadian automotive market. It was a daunting task to live up to the legacy of the original Mini ...

In an industry where competition is as fierce as the margins are low, Alimentation Couche-Tard faced a daunting challenge in 2005: stop the migration of milk sales to grocery chains, and convince incr ...

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum, only to be revitalized by a fresh Canadian approach to its strategy and advertising. Th ...

This is the story of how Toyota Canada's smallest car ever became its greatest launch ever. The campaign was based on the realisation that the company couldn't sell Yaris as a sub-compact; it had to p ...

Since its launch back in 1968, the Toyota Hilux has become synonymous with New Zealand rural life. By the late 1990s, the brand's dominant position was under threat, as competitors were offering newer ...

By driving awareness and challenging negative category taste perceptions, the 'Tailgating' campaign led to Campbell's Chunky Chili surpassing launch year objectives by a significant margin. Chunky Chi ...

The upper middle range of the car market is an important segment, but it is also a declining one, largely as a result of pressures from new vehicle types and environmental and social concerns, the lat ...

The pundits agreed: launching a premium compact car into the crowded luxury US market where others have failed was a risky proposition. A tiny budget and a hard-to-reach young, highly affluent, target ...

The Evinrude E-Tec 2>4 campaign was launched at a time when boaters had accepted the notion that their outboard engine would forever feature 4-stroke technology. The 2>4 campaign not only shattered th ...

The 2005 launch of Axe Shower Gel was the first expansion of the Axe brand outside the realm of antiperspirant/deodorants. The challenge was to support the shower gel product launch in a way that quic ...

In the early 1990s, beer brand Corona Extra, needed to shake off its image as a 1980s yuppie fad. A sustained advertising campaign over 16 years has ensured that the brand is now synonymous with a rel ...

This Gold Award winning entry to the New York American Marketing Association EFFIE Awards details how Guinness grew volumes by 6% in a declining market. As beer consumption shifts away from tradition ...

This case study demonstrates a successful launch of the Irish News GAA Fantasy Football competition ahead of its competitors. The low-budget campaign used direct mail - a medium not traditionally used ...

The paper shows how a unique and somewhat controversial advertising idea lead to a communications to launch a new workwear brand to an audience of young males working in the construction industry. Th ...

Tizer used to be a minor player in the carbonated drinks market, mainly bought by mums for their children. Kids themselves were much less likely to buy it – it wasn’t cool enough for them. To them, Ti ...

This paper describes how the Leith Agency worked with Coors beers to develop a Carling campaign encouraging responsible drinking in Scotland. Research showed that using the managers of Celtic and Ran ...

Grolsch which is owned by the brewer, Coors, increased sales threefold in 2003 and turned a brand dismissed as a 1980s fad into a top ten premium lager in the UK. But Coors had further ambitious targe ...

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 Peugeot 407 was to replace the 406 within the M2 segment (upper middle range class), a major segment of the European market. However this segment is unappealing due to its limited variety compared ...

The Leon was launched in 1999. It is the key brand ambassador for the self-confident and sporty brand SEAT. To defy the laws of the aging process which every car model faces, SEAT created a feisty cam ...

How to convince people to buy bulky, heavy single-lens reflex (SLR) cameras when slick credit card sized digital compact cameras make acceptable photos? Canon required a campaign that would entice com ...

This campaign for Lynx deodorant sought to lift the brand above the teenage market and make it relevant to older men (aged 18-24). The approach recognises that by this age, girls and boys have become ...

This campaign for Snickers chocolate bar reversed a decline of 38% in its key market of men aged 16-24. The brand's mid-1990s success had been based on the association of its energy-giving properties ...

In early 2004, McDonald’s identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products. To do so mean ...

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 article considers the problems faced by BP in rebranding its existing offering Cafe Zip under the Wild Bean Cafe name in the New Zealand market. The author looks at the need to maintain brand loya ...

This Silver Award winning effectiveness entry details how Tui, the New Zealand beer, grew sales by 9% in a declining market. Tui, a well established regional brand, was being squeezed between an aggr ...

Beer brand Budweiser targets young drinkers – a notoriously fickle group of consumers, but over ten years it has increased its market share from 9% to 14 % in the face of increasing competition and ha ...

In the fall of 2003, the world of Quick Serve Restaurants (QSR) in Ontario was in chaos. McDonald’s, Wendy’s and Burger King were spending millions in media, behind deep discounts and new products. Me ...