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Case Study

This case study shows how 10X Investments, an investment management company, used a viral video campaign to make South African consumers aware of high investment fees and increase brand awareness.

Case Study

This case study demonstrates how Steinlager, New Zealand's No1 premium beer, grew sales by breaking the mould of standard industry advertising.

Case Study

This case study shows how Steinlager, a beer brand, rekindled its fading brand equity in New Zealand using a world-record setting event.

Case Study

This case study shows how Steinlager, a New Zealand beer brand, defended its price premium with a celebrity-backed, social media-focused campaign.

Case Study

This case study describes a campaign by Steinlager, the New Zealand beer, that grew market share by turning a largely unknown sport into a live national sporting event.

Case Study

This case study describes how Molson Coors Canada promoted its brand beyond its home market and attracted new customers from the millennial demographic.

Article

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Article

This primer is part of an ongoing effort by the IAB to define common language, concepts and best practices in interactive advertising.

Case Study

This case study explains how Dare Iced Coffee created a campaign in Australia which redefined who iced coffee drinkers were.

News

CANNES: 'Heineken's Legendary Journey', a multi-market integrated campaign from Wieden + Kennedy Amsterdam for beer brand Heineken, has won the Grand Prix at the 2013 Creative Effectiveness Lions.

Case Study

This case study describes how Steinlager Classic, a New Zealand beer brand owned by Lion Nathan, leveraged its home country's hosting of the Rugby World Cup (RWC) to engage drinkers and grow its equity, in spite of its rival Heineken being the official tournament sponsor.

Case Study

This case describes how Hahn Super Dry, an Australian beer, repositioned itself around the idea of "pioneering beering" to regain the relevance it had lost from the wane of the low-carb beer craze.

Case Study

By 2011 Lion Nathon’s beer brand, Tooheys Extra Dry was under threat.

Case Study

Grant's Blended Scotch Whisky needed to regain its market-leading share in New Zealand, which it had lost due to low category loyalty and aggressive competitor discounting.

Case Study

Long-time sponsor of the All Blacks, Steinlager, was restricted from leveraging this during the 2011 Rugby World Cup, which was held in New Zealand.

News

TOKYO: Japan's biggest brewers are seeking to enhance their presence overseas, in an effort to offset challenging domestic market conditions.

Case Study

Beer category sales in Australia were experiencing an acclerating decline, especially in bottled sales, and Tooheys New, the Australian beer, needed an initiative to revitalise the category and grow its own sales.

Article

This paper provides an overview of the global alcoholic beverages industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Case Study

In an age where premium beers are experiencing unprecedented growth in popularity, mainstream beers like Tooheys New were fast becoming out of date and undervalued.

Article

This briefing offers an overview of the history, theories and key trends related to Marketing to Men.

Case Study

Lion Nathan wanted to increase sales and deepen brand interaction between its Tooheys Extra Dry beer and beer drinkers.

News

SYDNEY: Woolworths and Westpac are the two most valuable brands in Australia, indicating the relative resilience of the retail and financial sectors in the country during the financial crisis.

Case Study

Lion Nathan's Tooheys Extra Dry (TED) wanted to launch a 696 mile longneck bottle into a crowded longneck beer market, while also creating interaction between young adults and the brand.

Case Study

Dont Mess with Nature showed how an innovative use of creative can bring to life product attributes in a clear and simple way.

Case Study

Take a brewery staffed by gorgeous women, a handful of brave lads, several pallets of ice-cold East India Pale Ale (aka Tui) and let the hi-jinks begin.