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Case Study

This case study shows how Chupa-Chups, a hard-candy brand, launched a campaign around a national holiday in Korea by marrying outdoor events with an app partnership.

Article

Warc's Innovation Casebook examines different types of innovation in communication. The eight chapters include case studies drawn from the Warc Prize for Innovation, and puts the thinking behind the campaigns in context.

Case Study

This case study describes a revenue-sharing partnership between BBH Asia Pacific, the agency, and Perfetti Van Melle - owner of the lollipop brand, Chupa Chups - to develop high quality branded games at low cost, under the Chuck Studios name.

Case Study

Chupa-Chups, the confectionary manufacturer, wanted to shift the brand perception of Smint in the Spanish market.

Case Study

Chupa Chups, the confectionery brand, wanted to create an engaging campaign during the soccer World Cup but lacked the media budget to engage Asian audiences directly via traditional media channels.

Case Study

This New Zealand campaign for Chupa Chups, the lollipop brand, exploited the Windows Messenger platform to encourage people to download and exchange branded materials, as well as engage with the brand's profile on Bebo, the social media service.

Article

The article reviews the effectiveness of Word-of-Mouth (WOM), as exemplified by entries in the first WARC WOM Awards.

Case Study

This case details Chupa Chups' efforts to use a silent puppet to drive word-of-mouth about its new brand idea, 'Life's Less Serious'.

News

SYDNEY: Australia's Network Ten has been adjudged guilty of 'coming the raw prawn' with the Australian Communications and Media Authority or - in less colourful vernacular - running a series of unlawful subliminal ads during its broadcast of the ...

Research Paper

Previous research has shown that consumers are twice as receptive to communications while they are 'waiting' for something, such as a doctor's appointment.

Case Study

Altoids, a “curiously strong” British brand of breath mints developed a cult following among sophisticated American consumers in the mid 1990s.

Article

In this perceptive article, Adam Morgan analyses the attitudes and behaviours that characterise the people he describes as pirates, illustrating vividly how necessary this behaviour is to the success of challenger brands.

Article

Discusses the use of celebrities in marketing communications. Reasons why companies invest in celebrities summarised.

Article

David Haigh, Brand Finance Ltd, argues that by the late 1990s accountants had accepted that advertising build brands.