Warc index
 

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

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

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Company felt that its Daz laundry detergent, the number four brand in its category in the United Kingdom, had become outdated, thanks in no small part to a long-r ...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

This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. H ...

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 ...

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The “Sensuality of Nature” campaign was therefore developed to create brand preference and s ...

Lenor turned the fabric conditioner market around with the launch of 'Sleep Sensations', and changed fabric conditioner category rhetoric to usage experience rather than a solution to laundry problems ...

Fairy's challenge for growth started from an already high base of +40% value share in mature and highly competitive markets, where private labels and discounters were consistently gaining ground. Cons ...

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European mar ...

Pampers sought to accelerate brand trust and business growth in two markets facing very specific and different challenges. In Sweden, Pampers is the second player behind a strong local competitor Libe ...

This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad m ...

Despite different market conditions in Germany and Belgium, Lenor faced the same impediment to growth in both markets: the brand lacked emotional relevance for the target audience. The Poetry campaign ...

Ariel faced the challenge of getting back into consumer's mindset and homes, following a continuous 10 year decline and weakening equity. Once market leader in the color segment, Ariel fell back to be ...

This campaign for Always feminine protection set about countering a loss of share among older teenage girls (in the 16-19 year old bracket). These girls were rebelling against their 'mother's brand', ...

Pampers recognized an opportunity to help moms trust that there is a true training pant benefit for kids who have already started potty training and are 'active trainers.' In August, 2004, at the star ...

This is a case where advertising not only led to success for Procter & Gamble’s Bounty paper towels brand but is also responsible for changing seemingly entrenched consumer behaviour. The achievement ...

Using data from North America and Western Europe, the authors of this paper demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based ...

The shampoo market is a very competitive and cluttered category in every geography, and competition for the hair care aspect of women’s beauty is fierce. Image and the way this is communicated to the ...

Before the launch of the new Ariel with Natural Soap in Spain and Portugal, Ariel was a brand whose emotional bonds to the consumer were, in many indicators, dangerously close to those that Private La ...

The challenge for the Herbal Essences Fruit Fusions campaign was to generate interest in the launch of the new collection and to grow the Herbal Essences brand as a whole. Based on the insight that th ...

The Daz 'Cleaner Close' campaign's challenge was to find a way to reconnect this iconic, yet ageing brand with a new generation of female homemakers in order to reverse a long term decline in its shar ...

This is a story of movement - of how planning used insights into consumer attitudes to move Metamucil, from being seen in a negative light: as something that constipation sufferers turn to in times of ...