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Challenger brands

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Case Study

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Case Study

Huawei, a telecommunications brand, relaunched its brand in Europe with its ‘#BePresent’ Christmas campaign that built an emotional connection with its target audience.

News

MUMBAI: Several Indian start-ups in the food and beverages sector have found that innovation, content marketing and the use of social media influencers are useful weapons in their David versus Goliath contest with established and global brands.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Article

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

Case Study

This case study explores how US athletic apparel and uniform brand Russell Athletic regained relevance among a new generation of athletes through a campaign defending the importance of team over individual glory.

Case Study

This case study describes how ITC's Savlon used TV to reposition itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

Article

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

News

CHICAGO: Grant Thornton, the audit, tax and advisory firm, is emphasising its challenger brand credentials compared with the industry’s “Big Four” via an ad campaign that argues it can help move clients beyond the status quo.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Article

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.

Article

This article covers how Reliance Jio, a telco challenger brand in India, has seen rapid growth in market share by launching its service for free.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Article

This article covers how Circles.Life, a challenger brand, is disrupting Singapore's highly competitive telecommunications category with innovative data products and mobile-first customer experience.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

Case Study

This case study shows how Clear, a shampoo brand, successfully broke through a cluttered market by pairing up with two major Taiwanese baseball stars.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Article

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

Case Study

This case study looks at how Checkers & Rally's, a quick service restaurant, took on Burger King with humour and a hashtag to hijack the latter's multimillion dollar hotdog launch in the US.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.