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 Company Profile provides key details and analysis of Unilever Home and Personal Care, including its latest activities, market position, financial performance, Brands, structure and history, toget ...

This Company Profile provides key details and analysis of Unilever Ice Cream & Frozen Food, including its latest activities, market position, financial performance, Brands, structure and history, toge ...

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 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

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 ...

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 ...

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

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 Home & Personal Care, including its latest activities, market position, financial performance, Brands, structure and history, tog ...

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 ...

Mobile marketing has often been trumpeted as a medium with enormous potential, but it has, so far at least, only had a limited impact among planners. This article discusses a variety of case studies 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 ...

Unilever is the world's third largest food group - after Nestlé and Kraft - and is in the midst of a restructuring programme, One Unilever, to reshape the way the company approaches innovation and spe ...

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 ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

In traditional campaign post-testing, only the impact of direct exposure (people actually having seen the creative) is measured. Word-of-mouth (or of mouse), and what people do after viewing a commerc ...

This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. Brands need to constantly innovate to keep in step wit ...

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 ...