Challenger Brands

Insights on challenger brands

Challenger Brands


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a humorous campaign for Le Trèfle, a French toilet paper brand that was struggling in a competitive market.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how the Missing Children's Society of Canada (MCSC), a not-for-profit organisation that organises the search and rescue of missing children, developed an alert system that improved rescue rates and encouraged donations.


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Virgin Mobile, the mobile phone network, increased its share of the Australian post-paid market by generating earned media coverage following its recruitment of Doug Pitt, actor Brad Pitt's younger brother, as a brand ambassador.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Ford, the automotive company, launched its new C-MAX hybrid car in the US with a comparative campaign that challenged the dominance of the leading model: the Toyota Prius.


Effie Worldwide, Silver, North America Effies 2014

This case study describes how AMP Energy, an energy drink brand owned by PepsiCo, used a mobile racing game and a partnership with the retailer 7-Eleven, targeting male millennials to increase sales in the US.


Effie Worldwide, Bronze, North America Effies 2014

This case study demonstrates how Aruba, a Caribbean country highly dependent on tourism, reversed a decline in visitors from the US by placing visitors who returned most often at the front of its campaign.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Gevalia, a Swedish coffee brand, launched new lines in the US by using a premium positioning compared to the existing mainstream brands.


Effie Worldwide, Gold, North America Effies 2014

This case study describes how Madden NFL, a video game, increased sales in the US by winning back 'retired' players with a series of humourous celebrity-featuring TV ads that reminded them of the competitive rivalry they had enjoyed through the game.


Effie Worldwide, Silver, North America Effies 2014

This case study describes a seasonal campaign by PEEPS, the Easter confectionery , targeting mothers aged 25-54 to encourage them to diversify and increase usage.

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