Warc index
 

Canon expected much when it launched its digital Single-Lens-Reflex (SLR) camera, the EOS 350D in 2005: double volume sales and defend its market share against Nikon. For that Canon had to change the ...

How do you double sales with a brand that lacks mass market appeal and with a middle-of-the-road yet premium-priced product, while your competitor is buying market share by dropping its prices? Canon' ...

How to convince people to buy bulky, heavy single-lens reflex (SLR) cameras when slick credit card sized digital compact cameras make acceptable photos? Canon required a campaign that would entice com ...

With the launch of the EOS300D, a new Digital Single Lens Reflex (SLR) camera, Canon took professional technology and made it available to a wider audience. The aim was to double category sales in the ...

Campaign (2001) by Pfizer to raise awareness and acceptance among men of erectile difficulties and to urge them to seek treatment. In accordance with the guidelines governing the marketing of prescrip ...

In a mass market where innovation and price reductions made it difficult to differentiate between products, Canon decided to present itself as the brand which best understands the market recognises th ...