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News

LONDON: Magners Irish Cider and Tennent’s Lager owner C&C will gain a stake in the UK pubs market with its acquisition of Admiral Taverns.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study explores how Heineken Ireland launched a new cider, Orchard Thieves, with the hashtag #BeBold, a series of online and offline efforts that put 1.1 million drinks into Irish hands: over a third of the population.

Case Study

This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

Article

Within the sluggish North American beer market, "hard" (i.e. alcoholic) cider has recently emerged as a major growth segment within the category.

Research Paper

This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt.

Opinion

What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch? Brand manager, food company What examples? How about PG Tips, Nike, Whiskas, O2, Hellmann's, Heinz Ketchup, Nescafe, Coca-Cola...

Article

The brand manager at a food company asks: 'What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch?' Feldwick says it is harder to find a brand leader that hasn't successfully defended itself.

News

Humorous television ads dominated the rankings of the most popular videos on Warc this year. Five of Warc's top ten most viewed videos, which included TV ads and films about campaigns, took the funny route on the way to creating effective brand ...

Case Study

Scrumpy Jack is an established English cider brand, which had limited marketing support until 2009. The aim for this campaign was to strengthen Scrumpy Jack's position as a high quality, authentic, premium cider for existing cider drinkers.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Research Paper

This paper outlines an experiment that links established pre-testing measures and Brainjuicer's proprietary emotional metric, FaceTrace®, with in-market effectiveness.

News

LONDON: New products with strong ethical credentials, and which consistently react to the latest consumer insights, are the most likely to enjoy long-term success, a study from Datamonitor has found.

Case Study

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases.

Case Study

Featuring a novel over-ice serve, Magners was enthusiastically adopted by a new generation of drinkers over the hot World Cup summer of 2004.

Article

This article discusses the top downloads among WARC Online's users in 2008, breaking them down by region, company type and search terms.

News

It is no surprise that the top WARC Online search term in 2008 across most of the globe was recession.

News

Retail, alcohol and, somewhat unsurprisingly, recession were uppermost in the minds of WARC's UK users, judging from the top ten most downloaded articles in the region during 2008.

Article

Traditionally, marketing focuses on individual needs and motivations. This article, however argues that humans are social animals, and learn and adapt by copying others.

Article

This article reviews advertising case histories in which insights have clearly contributed to success for the brand.

Article

The UK media landscape has changed substantially over the last 20 years, from the rise of digital television to the worldwide web, mobile phones, social networking, personal video recorders, search advertising, and so on.

Article

Good marketing can have a direct impact on shareholder value, which depends on forecasts of future earnings.

Article

This article discusses the paradox that while technology should in theory help marketers to communicate more effectively with customers and improve their service, customers feel more alienated.

Case Study

In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs.

Article

In this article, Tess Alps and David Brennan, of Thinkbox, discuss five prominent myths about television advertising and argue, based on extensive research, that they are wrong.