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How Procter & Gamble research validates emotional marketing
Research from Procter & Gamble on the impact of emotional advertising went on to inform some of the company's big ad campaigns. The research showed that ads yielding an emotional response were more likely to be successful.
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Why 'Dirt is Good' for profit and people
Why a Unilever detergent brand campaign is a good example of a brand maximising profit by doing good.
Mythbuster: The relevance of 'relevance'
Les Binet and Sarah Carter discuss the importance of ad relevance, using the example of paint brand Dulux.
Kimberly-Clark's programmatic strategy
This event report discusses how household brand owner Kimberly-Clark first explored programmatic ads.
Household & Domestic company profiles
Euromonitor data and analysis on the sector's major companies.
Finish UK: Dishes
This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.
Whiskas Catstacam: How an Instagram campaign changed the perceptions of a 50-year old brand
This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.
IKEA: The Great Sleep
This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.
Air Wick: Home is in the air
This case study describes how Air Wick, a home fragrance brand launched in 1943 in the United States, re-energized the brand by triggering an emotional response to its product line.
How Persil reframed Dirt is Good for digital natives
This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.
BEHR paints emotional pictures to build its brand
This event report shows how BEHR used qualitative research to gain a deeper insight into the emotions which consumers attach to colour, and thus refine the brand strategy for its paints and stains.
Makers revolutionize making! How to derive insights from subversive consumer practices
This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.
The new rules of marketing, according to Mars
This event report outlines how Mars, manufacturer of confectionery, pet food and other food products, is taking a four-pronged approach to evolving its core brands to keep them relevant and overcome consumer indifference.
Nestlé SA (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.
Unilever (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.
Henkel KGaA (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of Henkel KGaA, the owner of brands such as Persil and Purex.
Kimberly-Clark Corp (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.
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