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Case Study

Pepsi built Thailand's first web-based augmented-reality football game topped off with great prizes that were very appealing to its young, target audience.

News

PepsiCo, the food and beverage giant, is tapping into the power of “augmented intelligence” as it seeks to generate powerful consumer and strategic insights.

Case Study

Soft drink brand Pepsi regained brand love in Vietnam by reinforcing its position as a leading brand for youth.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

Article

Global strategies, campaign updates and trends in mobile, apps and games.

Case Study

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Global strategies, campaign updates and trends in social media.

Opinion

Grand Prix winner of the 2018 WARC Awards’ Effective Content Strategy category, Coca-Cola’s campaign around the African Cup of Nations in Egypt proves that a single-minded message is not always the answer.

Article

PepsiCo, the food and beverage giant, has built an augmented-intelligence platform that it hopes will deliver numerous benefits to its business.

Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

Article

Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

News

India’s changing media landscape – with broadcasters and publishers responding to demand for local language content – is being mirrored in the influencer market as brands make greater use of regional stars.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

PepsiCo, the food and beverage giant, focused on the unique nutritional value of Quaker Oats as it sought to break through with consumers in Latin America.

Case Study

Ruffles, a brand of potato chips, created an augmented reality, mobile-only game for teenagers in Brazil.

Case Study

Cheetos, a brand of snacks, used the nostalgia trend to connect with young adults in Brazil.

Case Study

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.

Case Study

Soft drink brand Pepsi launched its own cryptocurrency to regain its youth brand status in Vietnam.

News

Campaigns from Harley-Davidson in Canada, Maybelline New York in Ukraine and Pepsi in Vietnam are among the 20 that have been shortlisted for the Effective Channel Integration category in the 2018 WARC Media Awards.

Case Study

Pepsi, the soft drink brand, grew sales and increased market share in Vietnam by using insightful marketing techniques during the Vietnamese festival of Tết.

Opinion

A new style of purposeful marketing that encourages participation is proving effective and was a strong commonality among many of this year’s winners, says MullenLowe UK’s Jo Arden.  There’s been a tangible gear change in purpose.