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Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

Jack in the Box, the quick-service restaurant chain, is tapping into the power of challenger-brand thinking as it strives to stand out in a crowded category.

Case Study

Mexican beer brand Dos Equis' campaign The Most Interesting Man in the World spanned nine years and helped the brand evolve from little-known to distinctive and premium in the US.

Case Study

Kellogg's cereal brand Chocos used a content strategy in partnership with a popular children's animated series in India to launch three new variants.

Case Study

The Indian Pro Kabaddi League (PKL) made kabaddi a popular sport among children through a much-loved animated cartoon.
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Article

Tom Ewing, Head of Communication at System1 Group, explains how to use Fluent Devices to deliver brand-building impact and why these long-term brand-building strategies continue to deliver better business returns.

Case Study

Movie The Secret Life of Pets partnered with British insurance Petplan in order to fend off competition upon its release.

Case Study

Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.

Research Paper

Marks and Spencer, a British retailer, found a new creative approach for its Mrs Claus Christmas ad through qualitative research.

Case Study

Warner Bros promoted its 'The LEGO Batman Movie' to people aged 16-34 in the UK by partnering with Channel 4 to take over continuity announcements.

Case Study

Cadbury, a British multinational confectionery company, drove desirability and urgency to purchase its creme egg product in the UK by inventing a whole new season: Cadbury Creme Egg Hunting Season.

Case Study

Peperami, a pork sausage snack brand, and Sony Pictures, an entertainment company, collaborated to produce a campaign, in the UK, that placed the Peperami animal in Sony's new Angry Birds film to promote the movie and increase Peperami's sales.

Case Study

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.

Case Study

UK supermarket chain Sainsbury's used three different approaches to TV ads during its Christmas campaign, including a partnership with TV show Gogglebox, to boost sales.

Case Study

Bacs, an IT service management company, personified its Switch Current Account Service in the UK to empower consumers to switch and build awareness.

News

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.