Challenger Brands

Insights on challenger brands

Challenger Brands

Cameron Roberts , Warc Prize for Connection Strategy, Shortlisted, 2015

This case study describes how Bonnington's Irish Moss, the Australian cough remedy, successfully fought back against a dwindling market share.

Adam Morgan, Warc Webinars, September 2015

This webinar lays out strategies to help turn the apparent constraints (of budget, resource, time or talent) that we face as a daily business reality into stimulus to deliver more powerfully against brand purpose and business ambitions.

The Communications Council, Silver, Australian Effie Awards, 2015

This case study explains how the Ford Ranger, a utility truck model, increased sales against a strong competitor by presenting truck customers differently.

The Communications Council, Grand Effie, Australian Effie Awards, 2015

This case study details a campaign by Beam-Suntory, the alcoholic drinks company, which increased sales of 'ready to drink' (RTD) products in Australia over a four year period.

Case Study

FRUCOR: Maximus
The Communications Council, Silver, Australian Effie Awards, 2015

This case study explains how Frucor launched Maximus, a new sports drink, in Australia, where the category was dominated by two large brands.

Stephen Whiteside, Event Reports, Direct Marketing News Webinar, August 2015

This event report shows how Newton Running, a challenger brand in the athletic footwear space, is using social media to stand out from the category’s big players.

Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report looks at how one brand went about entering a new category and challenging the market leader there.

Lena Roland, Event Reports, Marketing Week Live, April 2015

This event report considers the argument that limitations on resources can lead marketers to think more creatively about how they can best use what is at their disposal.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the small, US direct car insurance brand Esurance overcame low awareness and big media spending competition by giving away $1.



Challenger Brands

The theory and practice of shaking up the status quo


How market leaders can become challenger

How to apply challenger thinking in large firms


Eating the big fish

Adam Morgan's classic work on challenger brands


Koodo Mobile: Koodo El Tabador

How a small mobile company shook up a big market