Brand Launches

Launching and relaunching brands

Brand Launches


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.


Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Ikea, the furniture store, educated people in Winnipeg, Canada about its format whilst promoting a new store opening.


MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how Sony Electronics used mobile media to target affluent US consumer electronics shoppers by building awareness and desire for its new 4K Ultra High Definition TV via Amazon.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush.


Case Study

Beats Music
MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how Beats Music, the US electronics company, reinvented the digital music service category, building a mobile-first brand focused on customer experience.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Lexus generated global awareness and consideration of its new IS model among an aspirational, younger audience, while continuing to reinforce key brand attributes like performance and style.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes a campaign by Toyota in the US, which saw it reimagine online car shopping and encourage first-time car buyers to consider its new Corolla model.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how skincare brand Neutrogena promoted its new sunscreen line in the US, Neutrogena Beach Defense, by using an advanced mobile campaign to target its audience at appropriate times.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Win the Hour, a new feature on the upgraded SE version of the Nike+ FuelBand wearable tech device, helped Nike form an "every day, every hour" relationship with its users.

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