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Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Case Study

TEA+, a ready-to-drink tea brand, connected with Vietnamese youth on mobile to increase sales in a competitive market.

Case Study

Pepsi, the carbonated soft drink brand, disrupted Tet with thought-provoking ideas around digital distractions in Vietnam.

Case Study

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Article

Global strategies, campaign updates and trends in the savoury snacks category.

Case Study

Imperial College Business School, part of Imperial College London, the UK university, improved engagement and its reputation by focusing on intelligence as well as the fusion of business and technology.

Article

Debunks myths about big brands dying, outlines what strategies make sense for big brands to follow and presents five strategic mistakes made by big brands over the past 10 to 20 years.

Case Study

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Case Study

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

Case Study

Aquafina, a global water brand, launched a campaign in Vietnam to become a larger inspirational lifestyle brand and introduce its new design by building brand awareness.

Case Study

Lipton, a tea brand, launched a digital campaign in Vietnam to build its brand and dramatically increase sales.

Case Study

Propel, a fitness water, partnered with Pandora, a music-streaming brand, to drive product awareness and purchase intent in the US, using rich media units.

Case Study

This case study looks at how Brusnika, a Russian construction brand, competed with the leaders of the real estate market in Russia, despite being a young company.

Case Study

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Case Study

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Article

This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This article takes a look at the development of social media - from innovative and experimental to mainstream and established - and asks whether it has delivered on its promise.