Subject Index
 

Herbal Essences positions its products in terms of being an experiential brand, rather than focusing on science and problem-solving, as was the case with much of the rest of the category. The launch o ...

In the two years prior to the launch of Masterpiece Mascara in November 2005, Max Factor was in a serious decline. There was a lot riding on Masterpiece - which employed an innovative and patented 'ru ...

In 2003 the Procter & Gamble Company felt that its Daz laundry detergent, the number four brand in its category in the United Kingdom, had become outdated, thanks in no small part to a long-r ...

The All-Bran 'Feel Great' William Shatner Challenge has dramatically halted a ten year sales decline, and put All-Bran back in positive growth. This was achieved by understanding what users really lov ...

This campaign for Heinz Baked Beanz aimed to revitalise the brand. Sales had been declining 4% per year due to medium and light buyers buying out of habit only. The solution was to inform them of the ...

This campaign for McDonald's countered the negative publicity arising from the film Super Size Me, in which Morgan Spurlock showed that eating nothing but McDonald's for 30 days made him ill and overw ...

This campaign for Always feminine protection set about countering a loss of share among older teenage girls (in the 16-19 year old bracket). These girls were rebelling against their 'mother's brand', ...

This low-budget campaign for Fiat vans was based on exclusive sponsorship of the Sun's weekly SuperGoals supplement. The aim was to attract van drivers who are only interested briefly when in the mark ...

This article discusses how the agency for Nintendo developed a way of branding the diversity of its magazine advertising. The trick was to suck gamers into the fantastical and playful detail of the Ni ...