Warc index
 

This Agency Profile provides key details and analysis of P&G Household Care, including its latest activities, market position, financial performance, Brands, structure and history, together with o ...

This Agency Profile provides key details and analysis of P&G Beauty, including its latest activities, market position, financial performance, Brands, structure and history, together with onward li ...

This Company Profile provides key details and analysis of Procter & Gamble, including its latest activities, market position, financial performance, Brands, structure and history, together with on ...

This Company Profile provides key details and analysis of Procter & Gamble, including its latest activities, market position, financial performance, Brands, structure and history, together with on ...

This Company Profile provides key details and analysis of Procter & Gamble, including its latest activities, market position, financial performance, Brands, structure and history, together with on ...

This Company Profile provides key details and analysis of Procter & Gamble, including its latest activities, market position, financial performance, Brands, structure and history, together with on ...

A launch campaign (2007-8) for CoverGirl Lashblast Mascara. Research (described) led to key insight: big lashes which need a big brush. Objective: to drive awareness and trial among females, ages 15-5

Old Spice has been a formidable presence in male grooming for over 70 years. But Axe’s invasion in 2002 dramatically changed the landscape. With its promise of sexual conquest, Axe became the cool kid ...

In 2008, Procter & Gamble and its agency set out to relaunch Old Spice’s Hair & Body Wash. Research revealed that many guys were alienated by overcomplicated or overly feminine products on the ...

Up to 2007, Clairol’s Nice ‘n Easy hair colourant had been a category leader in the UK and Ireland. However, facing 2008 with no new product news, the usual way to promote the brand, a fresh approach ...

By 2005, Lenor had established a brand within the fabric conditioner market, providing a perceived pleasurable experience, differentiating it from its more mundane competitors. However, in the UK and ...

Fairy Non-Bio was a well-known brand, holding a safe number two position in its category, but also registering largely static rates of growth. In formulating a new campaign, it was decided to utilise ...

Over the last 40 years, Fairy Liquid has achieved market share and penetration figures that are unheard of in other market sectors. It is also an iconic UK brand with a strong advertising heritage. By ...

WARC Online's US editor Geoffrey Precourt reports from the Association of National Advertisers annual Masters of Marketing Conference on the address given by Procter & Gamble's outgoing global marketi ...

WARC Online editor Carlos Grande reports from day two of the Mobile Marketing Forum 2008 on the growing use of mobile marketing in emerging markets, where mobile ownership and usage are often more pre ...

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market. Rather than launch a premium brand - as many o ...

In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative. Alongside launching new products to fill gap ...

Lenor wanted to drive penetration of the concentrate format up by 15%, and steal share from Comfort, the category leader. Concentrate had two main product points - environmental sustainability and pro ...

After 40 years of category leadership, Crest was surpassed by its arch rival Colgate with the launch of Colgate Total. With the aim of taking back top spot, Procter & Gamble launched Crest Pro-Health, ...

Procter & Gamble's ThermaCare was a small player in the menstrual market. The product had been in a two-year decline, and lacked marketing support and shelf space, as well as operating at a price disa ...

Commercially applied semiotics is well established as a powerful methodology for research and for developing brand communications. Current applications include: deep dives into cultural connotations a ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this ...

Herbal Essences positions its products in terms of being an experiential brand, rather than focusing on science and problem-solving, as was the case with much of the rest of the category. The launch o ...

Tide - a mid-priced detergent sold in Serbia and Romania - was losing market share both to cheaper brands and to its direct competitors, a situation that was compounded by low awareness levels among c ...

Fairy had enjoyed a dominant position in the Iberian market, but was finding itself increasingly under threat from cheaper alternatives, and particularly private label brands. The challenge was to att ...

Pantene's 'Set Your Colour Alight' campaign sought to overcome several obstacles standing in the way of Pantene making its mark in the coloured hair sector. Among these was the fact that coloured hair ...

The household cleaning brand Monsieur Propre (know as Don Limpio in Spain) sought to boost its position in its core French and Spanish markets by challenging the advertising conventions of its categor ...

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

In the two years prior to the launch of Masterpiece Mascara in November 2005, Max Factor was in a serious decline. There was a lot riding on Masterpiece - which employed an innovative and patented 'ru ...