Brand Launches

Launching and relaunching brands

Brand Launches


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report looks at how the easyJet airline turned around a brand that had pioneered a new budget market but which had subsequently lost focus.


Guy White, David Simoes-Brown, Barbara Juhasz and Eileen Schuch, MRS Awards, Finalist, December 2014

This article explains how Carlsberg, the brewing company, successfully launched a cider brand in Switzerland.


Neil Samson and Neil Aitken , MRS Awards, Finalist, December 2014

This article explains how segmentation of customer audiences drove the successful launch of Paym, a new payment method designed by the UK's Payment's Council.


Anu Sachdev, Warc Prize for Innovation, Entrant, 2014

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.


Direct Marketing Association - US, Diamond ECHO, DMA International ECHO Awards, 2014

This case study explains how Fuji launched an industrial wide format printer in New Zealand, with a military themed competition that appealed to its technical audience whilst showcasing the product's capabilities.


Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study describes how Bombay café-inspired restaurant Dishoom launched a new site in London's East End using story plates.


Phil Springall and Sotiris Migkos, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.


Matthew Philip, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.


Crawford Hollingworth, Warc Prize for Innovation, Shortlisted, 2014

This case study shows how Brainy Bike Lights applied scientific research to the development of safer, more effective bicycle lights, receiving widespread media coverage in the UK.

WARC RECOMMENDS


WARC BRIEFING

Launching Brands

The key trends and theories behind successful launches


BEST PRACTICE

Launching a brand

A practical how-to guide for marketers


CASE STUDY

eos: Reinventing Lip Balm

How to enter a hyper-competitive product category


RECOMMENDED CASES

Brand Launches

Warc's pick of the most effective case studies


CASE STUDY

Windows 8: Global Launch

Launching a major tech product across 42 markets