Warc index
 

A 2008 campaign for Ritz crackers. Objective: to renew emotional connections with the brand in a more competitive market, reverse declining share and grow revenue. Research (described) led to insight

A 2006-8 campaign for Novartis' fibre supplement (bulk laxative) Benefiber. Objectives: return to growth by: repositioning brand for health and well-minded customers, solidify ownership of key attribu

For decades Ritz was one of America’s most-loved crackers. But by 2006 the brand was at serious risk of becoming nothing special. So a search began of Ritz’s soul to find a distinct emotional territor ...

In 2005, insurance broker, Charles Schwab, launched a national advertising campaign 'Talk to Chuck' (TTC) to promote new business growth. However, although positive feedback was evident, Schwab were

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

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 ...

This article describes the 'fatty cigarette' campaign for the British Heart Foundation (BHF). Older smokers resisted anti-smoking activity because they perceived it as attacking them, and didn't under ...

This case study shows how UK supermarket chain Co-Op used traditional TV advertising to transform its brand fortunes. It also challenges the theory that promotion-led campaigns are more effective in g ...

This paper shows how the Government, via a coalition of related brands (NHS, Cancer Research UK and British Heart Foundation), has successfully waged a war on tobacco. Since 2000, 1.1 million fewer pe ...

With 3100 employees and 45 affiliates, AVL List is the world’s largest private company for engine development and test systems. The goal of this campaign was to position the AVL List brand in a socio- ...

Nokia Game is an annual event whose primary goal is to connect people to the brand and to each other.. The main commercial objectives are described as improving brand image and loyalty whilst improvin ...

Playtex, absolute leader in control garments has always had an undisputed know how. The marketing opportunity for Playtex was to launch a complete range of control garments that offer several solutio ...

In 1996, Procter & Gamble came to Euro RSCG with a challenge - to build a relationship between Clearasil and teenagers by talking to them about spots. Through a thorough understanding of teenage girls ...

Shows how a small change in strategy and a small change to the key character in the advertising fundamentally changed consumers' relationship with the brand. Background and brand history summarised. W ...

Home Office campaign to encourage the installation of smoke alarms, 1988-92. There were 3 phases of development: creation of the market; addressing the issue of the vulnerable elderly; reinvigorating ...

Rejuvenation of a long-established confectionery brand. Product improvements made (1985) prior to re-launch with price promotions and a new TV campaign. The theme: fun and the `Friday feeling'. Suppor ...