Warc index
 

Knorr faced a challenge when it launched its new Knorr Stock Pot: communications needed to convince a seemingly happy stock cube user to trade-up to the new product while minimising cannibilisation of

This paper tells the story of the ground-breaking Dove 'real beauty' campaign from 2003 to 2007. Dove decided to break not just the rules of its category but also of the wider culture in which we live

Axe shower gel faced a challenge that communications alone couldn’t solve. While guys loved the brand, they were still using their grandpa’s bar soap, and nothing could get them to give it up. So the ...

PG was an iconic British teabag brand, but the impact of its advertising had gradually been fading, not least because it had struggled to devise a creative idea which was as funny, topical and relevan

Teenage guys account for a big proportion of Lynx's sales, and the company has typically appealed to this audience through the promise of helping them in the mating game. The rise of social networks,

In 2007, Axe successfully launched in Japan. But while the brand recruited lots of users, post-launch research showed that guys in Japan only sprayed it a few times a week - about half as often as use

Dove was already an established deodorant brand in Europe when it launched its current campaign in 2003. The problem was to grow the category at a time when penetration was levelling off. The aim wa ...

Dero is an unashamedly Romanian brand. In the past, this meant being a state-owned generic offering (hence the fact its name derives from Detergent Romania); now it embraces a more aspirational and op ...

Marmite - owned by Unilever - is often seen by its users more as a national institution than a brand. Up until 2005, Unilever had been able to deliver brand growth by increasing penetration, but this ...

Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers. Research conducted by Unilever's Dove beauty brand showed t ...

For the past 20 years, anti-ageing has been the largest and fastest-growing segment of the beauty market, largely based on the premise of tying youth to beauty. Dove, however, sought to break category ...

Dove made its first major foray into the beauty category in 2004 with The Campaign for Real Beauty, challenging widespread concepts of beauty and helping the brand gain $1.2 billion in value. It now w ...

The Hellmann's 'It's Time For Real' campaign used a mixed communications platform of traditional advertising and branded content to grow the brand in a shrinking category. The campaign was premised on ...

Rexona/Sure, Unilever's deodorant brand, had fallen to third place in the Dutch market and wanted to recruit younger customers. A campaign created by Lowe aimed to launch the “Rexona Girl” product lin

The European deodorant market was becoming increasingly crowded, and Dove was seeking to differentiate its own brand by associating itself with positive skincare credentials, based on its unique offer ...

Dove was originally launched as a bar of soap in 1957. Over the next 40 years, the brand incorporated other personal care categories like body wash, hair care, moisturiser, etc. By 2004, although th

In 2000, Unilever acquired market leader Slim-Fast. Two years later, the Low Carb/Atkins diets badly affected dietary products which were perceived as being deprivational. This necessitated repositi

Having lost over 50% of its franchise from 2002–05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1 billion. Tasked with proving the brand’s vitality to dieters, retailers and Unile ...

In 2004, Dove was facing a number of challenges in the hair care, deodorant and personal wash categories. In response, it launched the Campaign for Real Beauty, with Canada a key part of the global te ...

Unilever's laundry detergent brand, OMO, was facing a decrease in awareness as a result of intense competition and the growth of private label brands. Driven by a new focus on a target group of young ...

Unilever launched Lipton Sizzle & Stir - a dry dinner mix to which consumers only needed to add meat - in the US in 1999. By 2000, it had $30 million of sales. However, Unilever wanted to achieve $40 ...

In July 1998 Chesebrough-Pond's, a division of Unilever United States, introduced a new item—Soothing Cucumber Eye Treatments—to its Pond's line of facial care products. ...

In the most sweeping and ambitious advertising effort in the company's history, Unilever PLC launched a global ad campaign in 2003 that aimed not just to sell its new line of Dove brand product ...

In 1998 Unilever PLC subsidiary Lever Brothers, makers of Wisk laundry detergent, launched a new advertising campaign with the tag line "Do It Once. Do It Right." The primary element i ...

Despite being best known for its margarine-based product, Bertolli, found it necessary to extend its product portfolio to remain competitive. Using brand extension, it moved its previous advertising m ...

This campaign for the Axe (known as Lynx in the UK) shower range from 2003-05 aimed to change male attitudes to a fragrant shower product. The target audience was men aged 18-24, and the main media us ...

This paper discusses Unilever's 2004-06 campaign in Romania for Dero (short for Detergent Romania). After the fall of communism, Unilever bought one of the two main detergents, and relaunched Dero, wh ...

This short account shows how a UK promotion was adapted to the Irish market to drive loyalty and affinity to the Persil brand by offering primary schools a range of arts and craft materials in exchang ...

This brief paper details a campaign during which special packs of Sun dishwasher tablets included a lottery ticket offering a variety of different prizes. Via the use of TV and on-pack promotions, the ...

By 2004, Lynx in Australia had a strong and loyal following and enjoyed a strong premium in its category. By a number of commercial measures over the last 10 years, Lynx had been a runaway success. Ho ...