Celebrity Branding

Using celebrities in advertising

Celebrity Branding


Bhaskar Thakur and Kamakshi Thareja, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nestle MUNCH had always owned the 'crunchy' space in India, but this was becoming a ubiquitous category descriptor, as the competition was launching larger wafer sizes and Nestle MUNCH's market share was stagnating.


Vibha Gupta, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, by starting India's second 'Quit India Movement', UNICEF managed to unite different stakeholders into becoming a powerful force that was determined to tackle India's biggest enemy in its continued national development - malnutrition.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how BIC, the men's shaving brand, built interest and trial amongst young men in Malaysia with an online campaign that fed expression and belonging for groups of friends.


Vasuta Kalra, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Lakme, a homegrown Indian make-up brand, increased consumption and adopted a premium positioning by empowering women to be themselves.


Nancy Huang , Warc Prize for Asian Strategy, Entrant, 2014

This case study shows how Nature's Bounty, a new nutritional supplements brand in China faced with a competitive healthcare product environment and little budget, built significant brand loyalty.


Someshwar R. Mehra , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how McVitie's, the biscuit brand, used a health-based message in india to increase its share of mind against a dominant competitor.


Someshwar R. Mehra , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Maggi, the noodle brand, changed perceptions of its brand in rural India and increased sales by targeting children with a trial pack.


Kunal Malhotra and Ashim Sethi, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Nescafe, the coffee brand, captured the attention of younger people in India with a song about mornings that appealed to their busy nightlives and need for extra help waking up in the morning.


Ken Zhang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of TRAX, a new car model by Chevrolet, which targeted young people in China with an optimistic and adventurous message through digital content.

WARC RECOMMENDS


ADMAP

Celebrity endorsement

Celebrity endorsement focus in the Sep 2012 issue


BEST PRACTICE

How to use celebrity in brand building

Practical tips, reminders and examples


ARTICLE FOCUS

Socialise the endorsement

How to activate an endorsement on social media


CASE STUDY

Walkers: Sandwich

Cannes winner uses stars in an unusual setting