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Article

This article outlines the pros and cons of using copy testing to optimise a campaign, as well as a number of best practice guidelines.

Article

This event report outlines how Coca-Cola, the soft drinks manufacturer, is seeking to use vending machines as part of its marketing strategy for the Internet of Things (IoT).

Case Study

This case study describes how Lucozade, a well-known energy drink brand in the UK, created a test lab during the 2014 World Cup to provide scientific results and lead the conversation about the physical conditions of playing football in Brazil, to raise its brand profile.

Case Study

This case study shows how Powerade, the soft drink brand, created a 'Workout Billboard' in Germany to excite thousands of people over 3 weekends in 3 major cities.

Article

This event report details Coca-Cola's passion point strategy to make its brand resonate through 3,500 products in 200 different countries through spots of cultural connection that can engage a specific group with advertising capable of appealing to a far greater audience.

Case Study

This case study describes how Lucozade Sport, the energy drink, engaged its UK target audience of grassroots footballers during the 2014 World Cup.

Case Study

This case study explains how Frucor launched Maximus, a new sports drink, in Australia, where the category was dominated by two large brands.

Case Study

This case study explains how Lucozade Sport, the drinks brand, created a content and social media strategy to build its positioning as enhancing performance during the 2014 football World Cup.

Case Study

This case study describes how Lucozade Sport, the energy drink brand, used a reward scheme to promote loyalty amongst Irish sports clubs.

Opinion

With the 2014 football World Cup in Brazil fast approaching, we've been digging in to Warc's subscriber database of cases, articles and research papers to draw out some consumer and media insights around football's biggest tournament.

Article

This report describes the sponsorship opportunities that have been undertaken by Coca-Cola, the soft drinks company, around the world.

Article

This event report describes how Coca-Cola, the beverage company, markets its brands to multicultural consumers.

Case Study

This case study describes a campaign in Australia by Mizone, the sports nutrition drink, which moved from the brand's usual rational messaging to emotional messaging in order to increase sales.

Case Study

This case describes the Canadian launch of Gatorade's G Series - a range of sports drinks designed for athletes before, during and after exercise - to position the brand as leader in the sports nutrition market.

Research Paper

This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research.

Article

This briefing offers an overview of the history, theories and key trends related to Co-creation. It traces the development of interest in co-creation to its application by the likes of Lego, Nike and other modern marketers.

Article

This article argues that if global planning should start from the ground up, so should the measurement of its effectiveness.

Article

This summary highlights emerging technologies and their relevance to marketers. It describes what each technology is for, who will use it, its role in the purchase decision journey, the competitive space, partners, campaign examples and brand opportunities.

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 ...

Article

Jonathan Mildenhall, Vice President, Global Advertising Strategy and Content Excellence, The Coca-Cola Company, and Chair of the Warc Prize for Innovation 2012, explains Coca-Cola's 70/20/10 rule and discusses for the FMCG company has moved from a big, traditional, bureaucratic, slow-moving organization (Type 1) to an open, transparent and creatively-driven organization (Type 2).

Article

This report from the IAB's MIXX Conference covers the presentation of Jonathan Mildenhall, Coca-Cola's VP/global advertising strategy and content excellence.

Research Paper

Deceptive claims in advertising can cause serious damage to a firm’s reputation. Prior research revealed that consumers who recognized deception in an advertisement in turn generally would develop a negative perception of advertising.

Article

This paper provides an overview of the bottled and canned soft drinks and carbonated waters industry in the United States.

Article

This paper provides an overview of the premium bottled beverages industry, primarily in the United States.

News

NEW YORK: Procter & Gamble and Unilever were among the brand owners launching the most successful consumer packaged goods products in the US last year.