Subject Index
 

Even though the United States Postal Service (USPS) was made an independent agency in the 1970s, it was not until Loren Smith became the chief of postal marketing for USPS in 1994 that the organizatio ...

Despite being the number one fast-food chain serving up Mexican-style items like tacos and burritos, Taco Bell Corp. in 2001 had an image in need of a boost and sales that were in a steady decline. A ...

Despite increasing consumer skepticism, Quaker Oats, prior to its takeover by Pepsi-Co, ran the advertisement campaign ‘Warms you, Heart and Soul’. It looks at the role of the product in relation to m ...

Clothing manufacturer Levi Strauss & Company entered the wide-leg jeans market in the summer of 1996. To celebrate the launch of its Wide Leg line, the company initiated a campaign aimed at a t ...

Even though Levi Strauss & Company had been the cornerstone of the denim industry for over a century, declining sales plagued the company during the latter half of the 1990s. Jeans designed b ...

In 1995, Kraft introduced the first frozen pizza with a fresh-frozen, not precooked, crust. Positioned as a frozen product that was as good as those delivered by your favourite pizzeria, in its first ...

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing ca ...

Jeep was a division of the Chrysler Group, a Detroit-based subsidiary of the DaimlerChrysler Corporation that was responsible for the manufacturing, sale, and marketing of the Chrysler, Jeep, and Do ...

KFC created a TV campaign to reverse declining sales in Inner City/Urban stores. This campaign executed KFC's core brand idea, 'celebrate authentic taste' in a way that formed a connection with Africa ...

How does Taco Bell, the 'cheap' Mexican option, get back in the value game? Refresh what value means at fast food and knock Wendy's out of its value leadership position. This was achieved by a success ...

This TV dinner product had suffered from quality decline, lack of marketing and increased competition. The campaign objectives were to reverse the fall in sales and achieve a 10% growth over the prev ...

This 1997 DMA ECHO entry was created by Foote Cone & Belding for Perpetual Funds Management (Australia). The objective of this direct mail campaign was to raise awareness of Perpetual Funds Management ...

The campaign strategy was to reposition the exciting brand lines of Levi's jeans for women. The results demonstrate the powerful impact that outdoor has on awareness, recognition and brand awareness.

UK launch of Herta Frankfurters, as lead brand for the range of branded meat products (see also paper no. 4359). Need both to grow the product and the brand. Problems of the frankfurter image in the U ...

1989 campaign for the Billy Graham Mission, to create awareness of the event and a positive climate for invitations. Approach based on qualitative research which uncovered motives for going and obstac ...

This paper covers the national launch of Insignia, a new range of fragrance-linked male toiletries from Shulton from 1985 to 1988. The development of the brand and its launch strategy are explained, a ...

The paper covers an evaluation of Rimmel Cosmetics' brand position in the market in 1983 and compares it with that in 1985. It proves the ability of advertising to help increase sales and profitabilit ...

Re-establishing a leading brand in what had become a commodity market. Market background and Kraft's main problem of profitability are summarised. Brand had hitherto been unsupported. Research (Consum ...

The Hoverspeed company, formed in 1981, was losing share and money before new management in 1984. Need for more visible and relevant advertising on a reduced budget. Campaign 1984-7 projected the comp ...

Describes the creation of a brand in a largely commodity market. Spring 1984 campaign for Californian raisins, generic and for the Sun Maid brand. Objective to halt sales decline and restore lost shar ...

First prize (New Consumer Goods) and Grand Prix winner. Describes the national launch of Dulux Natural Whites, a new paint range from ICI, 1982. Background: need for Dulux brand to restore dominance i ...

The role of repositioning and advertising in the revitalisation of Cadbury's Fudge since the mid-1970s. There had been no focused advertising for the brand before 1976. Explains the background, opport ...

Describes a new TV campaign designed to refresh a brand which had become static (in share terms) after a long period of very consistent advertising. The brand's problem is diagnosed, shown by trackin ...