Subject Index
 

This Agency Profile provides key details and analysis of Leo Burnett Worldwide, including its latest activities, market position, financial performance, Brands, structure and history, together with on ...

Altoids, a “curiously strong” British brand of breath mints developed a cult following among sophisticated American consumers in the mid 1990s. An outdoor and print campaign created by Leo Burnett bui ...

This paper describes how within the first four weeks of the product launch, the "Altoids Gone Sour" push resulted in more than 500,000 visits to the brand's interactive website. According to Leo Burne ...

With its "Sneak a Peek" advertising campaign, Hallmark Cards, Inc., hoped to convince consumers to insist on buying only Hallmark greeting cards and to check the brand insignia on the ba ...

Once the crown jewel of the General Motors Corp. (GM), the Oldsmobile division had fallen on hard times. As a result, GM went so far as to contemplate terminating the venerable Oldsmobile nameplate, ...

Following eight years of declining market share, Daz embarked on a campaign from 2002-04 to reinvigorate the brand. The aim was to re-connect with the brand's target market of young working-class mo ...

Launched by Procter & Gamble, Naturella is a mass market feminine hygiene product available in several markets around the world. The 2002-5 campaign in each market used TV, supported by in-trade commu ...

When faced with the task of communicating McDonald's improved offering to consumers, the planning process revealed a far greater challenge - to re-engage them with a brand that had become increasingly ...

This is a story about five years of incredibly successful advertising for Five Alive. It's a story about relevant differentiation in a traditional packaged goods category. It's a story about taking ri ...

This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad m ...

Due to advertising regulations, Kellogg’s All-Bran Buds could not specifically state their product offered health benefits. The campaign was designed to highlight the benefits of the product in relati ...

The challenge for the Herbal Essences Fruit Fusions campaign was to generate interest in the launch of the new collection and to grow the Herbal Essences brand as a whole. Based on the insight that th ...

The Daz 'Cleaner Close' campaign's challenge was to find a way to reconnect this iconic, yet ageing brand with a new generation of female homemakers in order to reverse a long term decline in its shar ...

Department of Health campaign to stimulate recruitment of social workers. Social work has a poor public image: there was a need to find out what motivates existing social workers. Research found that ...

The case study explains how All-Bran had lost its relevance to the consumer and people had no motivation to try the brand. These problems were set against a decline in the fibre cereal market. The ch ...

Campaign to reposition Heinz Salad Cream. TV, print and ambient media ads position salad cream as something to improve the rubbish young people eat. It enabled the brand to hold share with a large pri ...

In the late 1990s Kellogg’s recognised that the snack market was one with huge potential. Consumers have less time to sit down to breakfast and its research revealed that 70% of consumers snacked regu ...

This 1998 DMA Bronze ECHO winner was created by Leo Burnett Company for Camp Oochigeas (Canada). Founded in 1984, Camp Oochigeas is a non-profit organization dedicated to enriching the lives of childr ...

This paper sets out the inspiration behind the repositioning of Ross Oriental Express, a range of bagged frozen ready meals and vegetable mixes all based on Oriental recipes. The brand broke some of t ...

Reviews the key role played by advertising at each critical stage in the development of McDonald's 21-year old UK business. Careful brand stewardship and consistent commitment to advertising have been ...

This 1996 DMA ECHO entry was created by Leo Burnett Company for AGT Limited. Up until February 1995, AGT Limited held a monopoly of the long distance telephone market in Canada. With the entrance of c ...

1993 campaign for Daz, part of a long history (40 years old). Marketing history and the threats the product has had to face are summarised. It has never been brand leader, but has consistently built s ...

Between 1986 and 1992, Kellogg's Coco Pops was one of the most successful cereals on the market. The paper describes the advertising campaign which contributed to this. Previous advertising up to 1984 ...

1988-9 campaign for Crispy Crunch candy. Share had been static for previous 3 years, in very aggressive, price-dominated market. Need to reposition and strengthen brand so as to move it up in share wi ...

Describes the long-term achievement of advertising for Perrier over more than 10 years, both in establishing the market and creating increased brand equity (shown by increase in both volume sales and ...

This paper analyses how advertising for Cadbury's Creme Eggs has contributed to a significant volume growth of the brand over a 12-year period. Leo Burnett was the agency. The period covered is 1971 ( ...

Revitalisation (1981-2) of a Cadbury's confectionery product first launched in 1971. Brand had low sales and no advertising for 5 years. Problem for the brand was highlighted by qualitative research, ...

The launch of a new non-cereal breakfast product. Marketing background and rationale described. Placement test revealed versatility of the product as well as suitability for breakfast; creative strate ...

Describes the initial advertising campaign to reposition Lucozade away from its original context of recovery from illness to an in-health context The key solution came from the finding of a usage and ...

1989 campaign for the Mini, which had been consistently declining in sales and share since 1973. Main reason was the arrival of the hatchbacks with their family role. Advertising objective: to get the ...