Warc index
 

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 ...

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 ...

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 ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

For many years, Tide had enjoyed market leadership, but by 2003, competitors had reduced the brand to just one of many. Brand share was stagnant and household penetration was declining for the tenth

The challenge for Pampers to enter the disposable swimpant market in 2005 was to compete against Huggies which held 97% share. Pampers objectives were to build awareness to 18%, share to 20% and sale

The German men's wet shaving market has been growing, and is currently led by Gillette. However, increased competition, own label and lower-priced alternatives were threatening the company's position. ...

Braun's CruZer is a shaver that also trims and styles, and is aimed at the youth market, in particular freesports enthusiasts, to whom creating an individual, unique look and standing out from the cro ...

In 2003 the Procter & Gamble Company felt that its Daz laundry detergent, the number four brand in its category in the United Kingdom, had become outdated, thanks in no small part to a long-r ...

Procter & Gamble created the disposable-diaper market in 1961 when it introduced its Pampers brand. Despite being the first successful disposable diaper, by 1985 Pampers was falling behind co ...

The 2002-05 Ariel 'Championship Whites' campaign followed an upgrading of Ariel Bio tablets to improve whiteness. TV campaign executions featuring Tim Henman established the link between 'whiteness' a ...

Following eight years of declining market share, Daz embarked on a campaign from 2002-04 to reinvigorate the brand. The aim was to re-connect with the brand's target market of young working-class mo ...

Launched by Procter & Gamble, Naturella is a mass market feminine hygiene product available in several markets around the world. The 2002-5 campaign in each market used TV, supported by in-trade c ...

Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image. In the Baltics, market share was barely g ...