Brand Launches

Launching and relaunching brands

Brand Launches


Matthew Philip, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.


Phil Springall and Sotiris Migkos, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.


Crawford Hollingworth, Warc Prize for Innovation, Shortlisted, 2014

This case study shows how Brainy Bike Lights applied scientific research to the development of safer, more effective bicycle lights, receiving widespread media coverage in the UK.


Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Ikea, the furniture store, educated people in Winnipeg, Canada about its format whilst promoting a new store opening.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how educational services provider DeVry Education Group established its first link with Brazil, with the aim of becoming a leading provider of top-quality higher education in that market.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how skincare brand Neutrogena promoted its new sunscreen line in the US, Neutrogena Beach Defense, by using an advanced mobile campaign to target its audience at appropriate times.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush.


MMA Smarties, Gold, MMA Smarties, 2014

This case study describes Alvio, a connected device platform created by QoL, which uses Bluetooth gaming technology to improve the lung health of US children with asthma.


MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how Sony Electronics used mobile media to target affluent US consumer electronics shoppers by building awareness and desire for its new 4K Ultra High Definition TV via Amazon.

WARC RECOMMENDS


WARC BRIEFING

Launching Brands

The key trends and theories behind successful launches


BEST PRACTICE

Launching a brand

A practical how-to guide for marketers


CASE STUDY

eos: Reinventing Lip Balm

How to enter a hyper-competitive product category


RECOMMENDED CASES

Brand Launches

Warc's pick of the most effective case studies


CASE STUDY

Windows 8: Global Launch

Launching a major tech product across 42 markets