Rebranding

Insights on rebranding campaigns

Rebranding


Case Studies on Warc, Warc 100, 2014

With this campaign, the Australian army challenged medical students to diagnose real-life injuries and ailments displayed on posters and billboards that linked to an augmented reality app.


Case Studies on Warc, Warc 100, 2014

This campaign, from LAICA, a Costa Rican sugar producer, tackled media misconceptions and cultural hearsay about sugar.


Isabel Simões and Luisa Agante, International Journal of Advertising, Vol. 33, No. 3, 2014
The goal of this study is to understand the influence of event sponsorship on children and their ability to fully understand its persuasive intent. A wide range of research addresses the effects of sponsorship on adults, but not much looks at children.

Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report reveals how Santander Bank, the Spanish financial services group, has leveraged the views of an online community of consumers and staff to help build its brand in America.


Robin Schatz, ANA Magazine, Spring, 2014

This article explores the growth in the number of brands collaborating with musicians in order to change consumer perceptions and deliver tangible business results.


Joseph Clift, Event Reports, Cannes Lions, June 2014

This report summarises a presentation from creative agency Iris Worldwide at the 2014 Cannes Lions International Festival of Creativity, discussing how planners can use data in smart ways.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how McDonald's, the quick service restaurant chain, improved public perceptions in Canada with a transparent and open approach.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for a Dutch financial services brand specialising in funeral insurance, used emotional TV ads to overcome consumer scepticism about the sector.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign promoted an American lottery game to a sceptical New York audience despite the fact that the price point had doubled from $1 to $2 per play.

WARC RECOMMENDS


CASE STUDY

NTUC Income

Warc Prize Asia winner on the Singaporean insurance brand


RECOMMENDED CASES

Brand Launches

Warc's pick of the most effective case studies


CASE STUDY

Domino's Pizza: Pizza Turnaround

Using original creative to reverse a brand's decline


WARC BRIEFING

Rebranding

Theories and trends in rebranding strategies


CASE STUDY

Skoda: 'It's a Skoda. Honest'

A classic rebranding campaign from the automotive sector


ARTICLE FOCUS

Rebranding with purpose

A practical example of rebranding from Motorola