Subject Index
 

This Company Profile provides key details and analysis of Unilever, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links t ...

This Company Profile provides key details and analysis of Unilever, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links t ...

This Company Profile provides key details and analysis of Unilever, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links t ...

Magnum is an icon of indulgence for modern, sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, reg ...

This Company Profile provides key details and analysis of Unilever Bestfoods, including its latest activities, market position, financial performance, Brands, structure and history, together with onwa ...

Faced by stagnant sales, Magnum, the first ‘adult’ ice-cream, launched a campaign to reinvigorate itself across Europe. The idea was to promote the brand through a limited edition range. Sales grew 20 ...

Magnum has always been more than an ice cream for its female fans, but in 2003, with a new updated brand personality and a compelling limited edition range of Magnums, women everywhere gave in to Magn ...

The launch of Boursin/Crème Bonjour 'Cuisine' in four different countries represented a great market opportunity for Boursin as well as an opportunity to refresh the brand image. The brand’s message ' ...

Although consumer insights had always been collected and annotated, UBF innovations were traditionally based on bakery technical research alone. As a new initiative, UBF undertook to link consumer ne ...

This paper describes how Unilever Bestfoods integrated and totally changed the role of market research within its organisation in order to align with its business growth strategy. To drive growth, the ...

Rebranding campaign for Pot Noodle, losing ground to competition and facing a need to break out of being merely an icon for rebellious youth. The TV campaign was aimed mainly at lapsed users, based on ...

This silver-winning case documents how, despite being in a declining market, Marmite managed to grow at an average of 5% p.a. between 1995 and 2001. This was achieved with little more than an extremel ...

The Dove Nutrium Bar cross-media case study represents a breakthrough. It is the beginning of the answer of where online fits into the marketing mix. In answering this question, it applied a combinati ...

This paper deals with the media multiplier effect. The effects of four campaigns were studied for the first time in Finland with a methology that uses the possibility of ad exposure as a starting poin ...

The primary strategic task was to re-launch the Viennetta brand to a new generation of food shoppers, updating the communication of the brand values in such a way as to revive the brand's specialness ...

The primary strategic task was to give credibility to Solero as a refreshment brand by differentiating the type of refreshment available vs the giants of the category . Across Europe, brand awareness ...

After spectacular growth in the first half of the 90's, market changes in 1996 left Dove vulnerable. Rather than lose control of the bar segment, or abandon it in favour of the new, more enticing body ...

This 1998 paper show how advertising helped to generate brand growth and create a platform for longer-term brand development for a small niche brand, the French soft cheese Boursin, which was first ma ...

Clearblue is a 'pee on a stick' type home pregnancy test, made by Unipath (part of Unilever). The brand had excellent product characteristics, styling, packaging, brand name, strong geographical distr ...

In 1995 Ogilvie & Mather received the brief to launch Unilever's fertility indicator Persona across Europe with one single TV commercial that could be shown Europe-wide. It had to be distinguished fro ...

Oxo Gravy Granules had received little above-the-line marketing support and with the BSE controversy still raging and Christmas approaching, something needed to be done quickly. A prize draw was decid ...

This 1997 DMA ECHO entry was created by Hosse & Partner, Agentur f. Marketing for Unilever Austria. The objective of this direct mail campaign was to launch Carazza and Bi-fi Roll in convenience store ...

This DMA ECHO entry was created by Ogilvy & Mather Direct for Unilever (Philippines). In the Philippines, the skin care market segment is highly competitive and fragmented, yet also relatively undevel ...

1994-5 TV campaign for Wall's Viennetta, which resulted in short-term increase in sales throughout Europe. It is leading brand in its sector in all 37 countries where it is present, but sales levelled ...