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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

The declaration that big brands are dying always receives attention, so extensive analyses are used to debunk some myths and outline what strategies make sense for big brands to follow.

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

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

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.

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.

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.

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.

Case Study

This case study describes how the National Lottery, one of the biggest FMCG brands in the UK, used advertising to deliver significant measurable returns over its lifespan.

Case Study

This case study shows how Coca-Cola, a carbonated beverages brand, overturned declining sales in Sri Lanka through an interactive campaign.

Case Study

This case study demonstrates how Coca-Cola, the soft drinks brand, found a way to connect with India's young people and grow affinity, by using insight into their personality and aspirations.

Article

This article looks at research to explore how a consumer’s mood affects how they absorb advertising messages when shopping.

Research Paper

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

Case Study

This case study looks at the soft-drink Pepsi Max's campaign in the UK to regain relevance among a millennial audience by putting a YouTube channel at the heart of their strategy.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased its brand equity by developing a community action platform for youth in the Middle East.

Case Study

This case study shows how Coca-Cola used its teen audience's love of music with a social media campaign, launched in the Middle East, and featuring both Arab and Western artists.