Subject Index
 

This Agency Profile provides key details and analysis of J Walter Thompson, including its latest activities, market position, financial performance, Brands, structure and history, together with onward ...

This Agency Profile provides key details and analysis of JWT, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to rela ...

Ireland was facing declining visits while EU tourism was growing. Although Ireland historically had managed to attract more than its fair share of US tourists, the magic was fading. Ireland’s booming ...

As JetBlue continues to grow aggressively their key challenge is to get bigger without becoming “JetBig”.The campaign needed to restore JetBlue’s sense of momentum and leadership (internally and exter ...

To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campai ...

Military recruitment has arrived at its most competitive and challenging landscape since the instatement of the All-Volunteer Force in 1974. Compounding political, social, and economical variables hav ...

The Diamond Trading Company faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous two years, the media budget was dramatically down, and men were distract ...

Benylin had long been holding a 12% dollar share in the cough/cold/flu/sinus category, but there were signs that the long-running 'Doctor Recommended' campaign was starting to soften. Action was neede ...

It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...

Sprint Corporation's "Monday Nights Free and Clear" campaign publicized free long-distance calling services that the telecommunications company offered during the last four months ...

For many years Schick-Wilkinson Sword was a distant second to Gillette Company in all categories of the global market for shaving products, but in the late 1990s Schick recognized an opening in the wo ...

With a budget estimated at $20 million and a campaign overseen by J. Walter Thompson USA of New York, the Warner-Lambert Company in mid-1998 launched a series of television spots for its Rolaids brand ...

In 1990 the Warner-Lambert Company began an advertising campaign that starred eye-catching alligators to illustrate the beneficial properties of its product, Lubriderm Hand and Body Lotion. The campai ...

In 1995 Schick, a unit of the Warner-Lambert Company since 1970, introduced the Tracer FX, a permanent razor that was designed to alleviate shaving irritation. The product was targeted at young men wi ...

In 1996 Pepsi owned product Lipton Brisk, sought to increase their share in the ready-to-drink market whilst facing competition from products such as Coca-Cola’s Nestea Cool. Through its campaign “Tha ...

The Kimberly-Clark Corporation, in business since the 1870s, had long been servicing the sick with its medical supply brands and consumer paper brands. By the first years of the twenty-first century h ...

With 64 percent of American adults considered overweight or obese in 2004, weight loss was big business in the United States. An estimated 44 percent of women and 29 percent of men were trying to lose ...

For 15 years Ford Motor Company, the number two automaker among Detroit's big three, had advertised its vehicles with the slogan "Have you driven a Ford lately?" In 1998 the com ...

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

This paper describes how Trident developed a controversial advertising campaign based on the thirty year old claim that four out of five dentists recommend it. In a sugarless gum market worth $578.5 ...

Baileys liqueur “Let Your Senses Guide You” advertising campaign through JWT repositioned the brand as a main drink to be enjoyed with friends from the consumer perception of a drink to be enjoyed on ...

Trident Splash is the first pellet gum to contain a liquid in the centre. Launched in June 2005, the objective was a 4.7 % dollar share by the end of the year. Trident Splash well exceeded this aim, a ...

SickKids is a well-known and respected 130-year-old institution, but it was not remotely top of mind when it came to donations. We had to get it into the 'consideration set' of not-for-profit causes t ...

Listerine had been the brand that 'kills the germs that cause bad breath' for over 126 years, but it was not doing especially well in Canada. As the oral health care landscape began to evolve in the l ...

Roderick White reports on how a highly successful launch campaign of the new Ford F-150 was measured and analysed, using data from the Interactive Advertising Bureau's XMOS databank. It shows how indi ...

This campaign for Harpic aimed to transform brand communication, which had hitherto been presented in a wholly functional way. Sales were failing because women worldwide did not identify with this app ...

Departing from their traditional, generic 'diamonds=love' messaging, the DTC's Spotlight On Love campaign communicated specific product and occasion stories for the first time, creating beacons of emo ...

Rings were lagging behind the total diamond jewelry market-a dangerous decline since they represent over half the category value. The Raise Your Right Hand campaign launched a completely new product i ...

This case study tells the story of how Listerine was first repositioned, in response to a faltering performance, from a breath freshener to an oral hygiene and dental defence brand. It then shows how ...

B&Q has been an incredible retailing success over the last decade, coming to dominate the UK DIY market. Since 1997, advertising has been themed around its staff, with creative featuring members of st ...