Challenger Brands

Insights on challenger brands

Challenger Brands


Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report shows how Zyrtec, the anti-allergy medication, has successfully closed the gap on Claritin, the leader in the sector.


Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report shows how Julep, a challenger in the beauty category, has effectively used the principle of crowdsourcing to create new products and build its brand.


Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report charts the rise to prominence of Vita Coco, a coconut-water drink that was launched in 2004 and helped create a new category.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how Koodo Mobile, the Canadian telecoms company, delivered six successive years of growth following its launch in 2008.


Warc Exclusive, February 2015

This article provides marketers with information and guidance on building brands.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study reveals how GoMacro, a nutritional snack brand containing macrobiotics, successfully challenged well-established brands in a crowded health food market in the US.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study describes how Manomasa, a brand of tortilla chips in the UK, championed a new brand identity and packaging design in order to take on the industry giants.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study describes how The Library, a boutique London gym, attracted members by offering a sophisticated alternative to the existing fitness offerings.


Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.

WARC RECOMMENDS


WARC BRIEFING

Challenger Brands

The theory and practice of shaking up the status quo


ARTICLE FOCUS

How market leaders can become challenger

How to apply challenger thinking in large firms


ARTICLE FOCUS

Eating the big fish

Adam Morgan's classic work on challenger brands


CASE STUDY

Koodo Mobile: Koodo El Tabador

How a small mobile company shook up a big market