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Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study shows how ArtFund, an arts charity, successfully developed its brand over six years to increase brand awareness and subscription levels across the UK.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This case study explores how Tecno, a low tier Chinese mobile phone brand, launched its latest smartphone, the C9, using a national campaign in Egypt.

Case Study

This case study shows how Central, an apparel and clothing brand, successfully launched its new store in India using a live-streaming social media campaign.

Case Study

This case study shows how Reese's, a chocolate brand, was able to successfully launch its newest product in the US despite a major information leak.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Case Study

This case study explores how Oetztal Tourismus, a range of hiking hotels in Austria, launched a ski pass in the local area of Soelden, which would be the first of its kind to have a built-in chip to make skiers locatable.

Case Study

This case study explores how Hippeas, a health food start-up, launched a campaign in the UK and the US to promote its chickpea products.

Case Study

This case study explores how DOT, a corporation that produces products aimed at establishing blind and visually impaired (B&VI) people's right to access technology, ran a global campaign and launched the first braille smartwatch, which uses patented DOT Active Braille Technology.

Case Study

This case study explores how Mastercard, the financial services corporation, launched a campaign in the US to connect with Google's young base of Android Pay users.

Case Study

This case study explores how LG Centrum System, part of LG Electronics, a South Korean multinational electronics company, ran an international campaign across countries including Germany, France, Spain, Russia, the US and the UK, to launch its new washing machine.

Case Study

This case study explores how 'Mein Kampf - Against Racism', a book recreated to change the message of Hitler's book 'Mein Kampf', launched a national campaign in Germany.

Case Study

This case study explores how 'Mein Kampf - Against Racism', a book recreated to change the message of Hitler's book 'Mein Kampf', launched a national campaign in Germany.

News

CHICAGO: Maltesers, the chocolate brand owned by Mars, believes an influencer-driven launch strategy can help it successfully attract attention from young consumers in the US.

News

LONDON: Needs in the 21st century are mostly satisfied, and there is no such thing as an untouched category, therefore new brands must aim to create fame at launch and capitalise on a sense of shared excitement.

Article

This event report outlines how Maltesers, the candy brand owned by Mars Inc., put influencer marketing at the heart of its launch strategy in the US.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

The article explains how Motorola, a telecommunications manufacturer, used programmatic to grow brand awareness when launching its new Moto Z phone product in the US.

Case Study

This case study describes how car manufacturer Nissan used behavioural trends, and attitudinal attributes of the audience's engagement via visual and video content to launch its GT-R marque in India.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.