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Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This short report summarises the results for the FMCG category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This short report summarises the results for the UK from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Case Study

This case study shows how Sensodyne, a toothpaste brand, increased sales and maintained market leadership with a 10 year campaign in the UK to raise awareness about tooth sensitivity.

Case Study

This case study explains how Sensodyne, the toothpaste brand for sensitive teeth, used TV ads featuring dentists to increase sales in France, Italy and the UK in a long-term strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Article

This report describes how toiletries brands are using social media to engage with their consumers in the EMEA region.

Case Study

This case study looks at how Sensodyne, the toothpaste brand, changed the emphasis of their marketing strategy away from the benefits of the product, and towards positioning the brand as a treatment.

Case Study

This case study demonstrates how Sensodyne, a toothpaste brand, used its Wake up to Tooth Sensitivity (WUTS) campaign to get its target audience to treat tooth sensitivity.

Case Study

This case study describes how Sensodyne, the toothpaste manufacturer, used an engaging social campaign to spread its message through the Arabian world.

Case Study

This case study shows how Sensodyne, the GSK-owned toothpaste brand, launched a new premium range of dental care products by communicating seven product benefits, increasing global share to 9.4%.

Research Paper

This paper argues that deprivation studies - where a product is taken away from a participant - is the best way to understand true feelings and behaviours.

Article

This Company Profile from Euromonitor provides key details and analysis of GlaxoSmithKline, the owner of brands such as Aquafresh and Sensodyne.

Article

This essay argues that the marketing industry needs to rethink what 'loyalty' means and what it can do for businesses.

Case Study

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.

Case Study

This case study describes how Sensodyne, the toothpaste brand, used practising dentists to build its 'sensitivity' credentials and grow market share in India.

News

NEW DELHI: Brands across India are set to take advantage of the upcoming national elections, redirecting adspend to news channels whose audiences are forecast to increase by up to 30% over a six-week period.

Case Study

This case study demonstrates how an office design for GlaxoSmithKline Consumer Healthcare (GSK CH), a division of the pharmaceutical company, improved performance, awareness of the company's vision and brands, and staff pride among employees in the UK.

Case Study

This case study describes how Sensodyne, the toothpaste brand, sought to increase its market share in a crowded Singaporean market.

News

NEW DELHI: Major brand owners and retailers are rationalising their portfolios in India, as they prepare for a potential slowdown in sales across many categories in the consumer goods industry.

News

NEW DELHI: GlaxoSmithKline, the healthcare firm, is hoping to strengthen its consumer products arm in India, after the country delivered the most growth for this aspect of its operations worldwide last year.

Article

Jim Stengel, former global marketing officer for Procter & Gamble, argues that a purpose that goes beyond the benefit of the service or product itself is one of the most valuable qualities a brand can have.

Case Study

Unilever wanted to promote its toothpaste brand, White Now, which delivers instant tooth whitening, in Thailand.