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Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

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.

Case Study

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

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This case study explains how letgo, an app for buying and selling secondhand goods, took over the US, Turkey and Norway by tapping into psychological differences between cultures.

Case Study

This case study describes how the Metro Manila Development Authority used online and PR to create a campaign to get drivers to pay their traffic violation fines in The Philippines.

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This case study describes how credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

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This case study describes how make-up brand Maybelline used Facebook, and its audience's obsession with Snapchat selfies, to launch its Dream Velvet foundation in Singapore.

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This case study shows how confectionery brand SNICKERS partnered with 7-Eleven to engage Australian millennials in a category that has declined 6% since 2007.

Case Study

This case study explains how retailer ALDI Australia's Christmas campaign, 'ALDI's perfect Aussie Christmas', gave Australians a renewed pride in their own unique version of Christmas by introducing a rival family of American Christmas-evangelists.

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This case study shows how Hahn, a beer manufacturer, launched an ultra-low alcohol beer which had to define a role for itself and the ultra-low alcohol category amid declining beer sales in Australia.

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This case study shows how Nestlé Soothers, a medicated lozenge brand, bucked the category conventions and turned its weakness into its best weapon after losing 30% of its distribution in Australia.

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

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This case study looks at how Wrigley Pacific's brand 'Extra', partnered with The Bachelor and Woolworths, used an emotional strategy and real-time messaging to record growth in a declining market of gum buyers in Australia.

Case Study

This case study shows how the Football Federation of Australia aimed to encourage people to support a Hyundai A-League (HAL) team in order to help its overall vision of making football the largest sport in Australia.

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This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.

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This case study shows how Bayer Consumer Care's brand 'Berocca' reinvented its purpose in Australia, from restoring after a big night to preparing for a big day.

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This case study looks at how Frucor's brand OVI, an Australian soft drink product, repositioned its entire brand after being under threat of imminent failure.

Case Study

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

Case Study

This case study looks at GMHBA, a not-for-profit health insurer based in Victoria, and how it outsmarted the shrinking health insurance category with its 'Enough to make you sick' campaign in Australia.

Case Study

This case study shows how Frucor's brand V Energy had success with its 'The Massive Hit that Improves You A Bit' campaign in Australia despite increasing regulatory and lobbying pressure for its caffeine and sugar content.

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This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Case Study

This case study shows how Flordis, a natural medicines company, overcame a challenging market in Australia with its cough medicine Prospan, by using social and search data to better understand its target customers.

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

News

CANNES: United Healthcare, the healthcare provider, has effectively leveraged humour as a means of engaging consumers in a classic low-interest category.