Brand Launches

Insights on bringing a new brand to market

Brand Launches


Vinkai Bhatia, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Piaggio, the motor-scooter manufacturer, used Facebook to help launch its Vespa scooter in India. The brand was new to India, seeking to take a share of the country's strong scooter market, but it wanted to explain its history.

Minyung Shin, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Microsoft, the computer software company, launched the Windows 8 (Win8) operating system in South Korea, in an attempt to slow the migration of mobile users to other devices and operating systems. The primary objective for Microsoft was to engage Generation Z, an increasingly demanding target audience who were used to seeking access to the internet any time, anywhere and on any device.

Zuhre A. Erdogan, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a low-budget campaign create social media buzz around Vialand, a new theme park in Turkey. The park was still under construction and so images from it could not be used in promotion.

Stephen Whiteside, Event Reports, IRI Summit, March 2014
This event reports discusses the launch of Müller, a yoghurt brand, in the US, and how in-market research was used to establish its potential. Although popular in Europe, the Müller brand was unknown in the US.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014
This event report discusses how Hostess Brands LLC, the US bakery company, brought the iconic Twinkies and CupCakes brands back to store shelves after its predecessor filed for Chapter 11 bankruptcy protection. Backed by two private-equity firms, the new Hostess company sought to build anticipation for the return of Twinkies through a campaign with the tagline, "The Sweetest Comeback in the History of Ever", which was brought to life by on-the-ground promotion in major US cities and on social media.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes how Look Mum No Hands! (LMNH), a cycling themed coffee shop and workshop in London, created a new brand identity to establish this new business. The design solution was simple, relaxed and creative, successfully avoiding an exclusive tone.

Design Business Association, Silver, Design Effectiveness Awards 2014
This case study describes how a brand was created for the Chatham Island Food Co, a small fish export company in New Zealand, to grow awareness and sales. To help Chatham Island launch a new range of fresh seafood products into the Australian hospitality market, the new brand needed to successfully convey the product's rare provenance, history and community values and summed up this as 'Food from the Edge'.

Design Business Association, Silver and International Prize, Design Effectiveness Awards 2014
This case study describes how Deutsche Homoopathie-Union (DHU), a company which makes homeopathic products for babies and small children, created a global umbrella brand called Mama Natura. The company had a large range of products with different brand names in different markets, and wanted to consolidate these under one brand identity.

Stephen Whiteside, Warc Trends, February 2014
This article looks at the emerging trend of 'crowd companies' - major brands that are looking to external partnerships, such as with their customers, communities or small start-ups, to influence manufacturing, innovation and sales processes. Advantages for brands include gaining access to goods, skills and know-how without having to own them, securing the best-possible solution and demonstrating a deeper purpose to address declining levels of consumer trust.

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