Sustainability & CSR

Cause-related and sustainable marketing

Sustainability & CSR


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

Ivanhoe Cambridge wanted to take advantage of the growing interest in Black Friday sales in Canada but was aware that a lot of negative press surrounded the event.


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

This case study demonstrates how Ready Crisp, a pre-cooked bacon brand made by Maple Leaf, grew sales in Canada with a humorous message to mothers.


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

This case study shows how Hellmann's, the mayonnaise brand, created a link with 'real food' to grow sales and improve brand perceptions in Canada.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study describes how a complete re-branding and design overhaul saw Fair Trader, a cooperative model based on selling fairly traded products in the UK, move from loss to profit in just 12 months.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study describes how a redesign of airline Virgin Atlantic's economy meal improved passenger experience and drastically reduced fuel costs and carbon emissions.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study describes how PIP Organic, an independent brand of 100% organic juices and smoothies in the UK, successfully launched a new range for children through clearly differentiated packaging design.


Paolo Antonetti and Stan Maklan, International Journal of Market Research, Vol. 57, No. 1, 2015
Scholars have documented that many consumers have positive attitudes towards responsible products but do not consistently buy these alternatives. In this paper we present a new perspective, based on categorisation theory, to examine the attitude–behaviour gap.

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.


Danish Chan, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how the Victorian Responsible Gaming Foundation, a government organisation, aimed to reach out to "problem gamers" in Australia, and encourage them to seek help for their unhealthy gambling habits.

WARC RECOMMENDS


ADMAP

Meaningful Marketing

A cause-related marketing focus for the Dec 12 issue


BEST PRACTICE

Practical tips on going green

Developing an effective cause-related brand strategy


TRENDS

How to sustain sustainability?

Where consumers are on the road to sustainable living


CASE STUDY

SunChips: Building a Pre-eminent Green Brand

Turning a healthy snack into a leading U.S. green brand


TRENDS

The green (and variegated) consumer

Euromonitor on consumers' green habits


CASE STUDY

I LOHAS: Crush Eco

Warc Prize Asia winner launches a green water brand