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ORLANDO, FL: Kentucky Fried Chicken, the quick-service restaurant chain, has enjoyed a consistent pattern of growth having reinvigorated the brand, and returned Colonel Sanders, its iconic founder, to the core of its messaging.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Case Study

Cadbury's chocolate bar 5star rebooted its "getting lost" brand motif through TV, digital and outdoor to appeal to youth and boost sales in India.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Article

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Case Study

Kofola, a Czechoslovakian cola brand, launched its new melon flavoured cola in the Czech Republic and Solvakia by using comedic online videos to reach millennials.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

Case Study

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

Case Study

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

Case Study

Marks & Spencer, a British retailer, used feminism to advertise to women in the UK with its 'Mrs Claus' ad, which successfully turned around year-on-year sales declines.

Case Study

Sky, a UK telecoms and entertainment company, used a plethora of Hollywood films and stars over a five-year period to show British consumers why Sky Broadband was the best network provider.

Case Study

MoneySuperMarket, a British price comparison brand, made a five-year journey to take its brand from a struggling competitor to one that permeated popular culture in the UK.

Case Study

Barbie, a children's doll brand, reversed years of global sales' decline by using a multiplatform campaign paired with a new product launch.

Case Study

Disney, a multinational conglomerate, collaborated with AdColony to launch a mobile campaign to advertise its new film ‘Moana’ through interactive video.

Case Study

AT&T, an American telecommunications conglomerate, in collaboration with Conan, a late night TV show, produced an AI campaign for mobile to engage with fans across the US.

Case Study

This case study looks at how Jolly Rancher, the American candy brand, transformed its strategy to go from an undesired brand to a sustained success.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

News

NEW YORK: Line Friends, the character merchandising unit of Japanese media giant Line Corp, opened its first megastore in the US this week as the company seeks to raise awareness of its messenger app in America.

Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Case Study

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

Case Study

The case study describes how feminine hygiene brand Nana used a multimedia campaign to empower women and grow the Ultra sector in Tunisia.