Brand Launches

Launching and relaunching brands

Brand Launches


Helge Thorbjørnsen, Paul Ketelaar, Jonathan van 't Riet and Micael Dahlén, Journal of Advertising Research, Vol. 55, No. 1, 2015
Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products. This was demonstrated in two studies: Study 1 reported a novel online field experiment on WOM behavior; Study 2 tested the proposed WOM effects in a more controlled laboratory setting on a representative sample.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report charts the rise to prominence of Vita Coco, a coconut-water drink that was launched in 2004 and helped create a new category.


Emily Barley, Event Reports, Warc Measuring Advertising Performance, February 2015

This event report details the launch of Dacia, a value car marque owned by Renault, in the UK, with a creative approach unlike the rest of the category - and a trusted voice-over accent.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how Koodo Mobile, the Canadian telecoms company, delivered six successive years of growth following its launch in 2008.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Selections Chartier, a wine company based in the Canadian province of Quebec, used a 'perfect meal' message to promote its product.


Warc Exclusive, February 2015

This article provides marketers with information and guidance on building brands.


Case Study

OTE: Brand launch
Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study demonstrates how OTE, a nutritional sports drink, launched into a saturated market in the UK to become a firm favourite with athletes in a single year.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study explores how two of Australia's top wine experts, Dan Sims and Ben Edwards, successfully launched Two Men, a brand of Argentinian Malbec, into Australia.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study demonstrates how Natura Siberica, a cosmetics brand for the Russian health and beauty market, successfully challenged western brand domination in the country.

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CASE STUDY

eos: Reinventing Lip Balm

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RECOMMENDED CASES

Brand Launches

Warc's pick of the most effective case studies


CASE STUDY

Windows 8: Global Launch

Launching a major tech product across 42 markets