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Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Case Study

M&Ms, a confectionery brand, promoted its launch in India by utilising its connection with Hollywood and using its mascots to deliver personalised M&M boxes.

Case Study

Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Mastercard, a financial services corporation, launched The Sound of Priceless campaign to celebrate the Chicago Cubs', its sponsor, victory in the baseball World Series in the US.

Case Study

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

News

DANA POINT, CA: Extra, the gum brand made by the Wrigley unit of Mars Inc., successfully tapped the power of behavioral economics to reinvigorate its positioning and build deeper consumer connections.

Article

Wrigley Extra, a gum brand owned by Mars, reversed a long-standing sales decline through compelling stories and enhanced creativity.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

Case Study

Starburst, a candy brand, used the social conversation around pink Starbursts to create the All Pink Starburst pack, which aided brand buzz and sales in the US.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Case Study

Gum brand Doublemint achieved relevance among young Indian consumers by engaging them in the creation of a crowd-sourced picture-book.

News

GLOBAL: Campaigns for UK broadcaster Channel 4, US confectionery brand Extra Gum and detergent brand OMO in the Middle East are among the winners announced today in the Effective Channel Integration category in the 2017 WARC Media Awards.

Article

A category analysis of chocolate confectionery in the US, offering company profiles, an industry overview and key trends in the category.

Article

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

News

GLOBAL: Wrigley, Hormel and McDonald’s are among the US brand owners whose campaigns have contributed a quarter of the shortlist for the Effective Channel Integration category in the 2017 WARC Media Awards.

News

SINGAPORE: A campaign for Japanese prestige skincare brand SK-II, by Forsman & Bodenfors Sweden, was last night awarded the Grand Prix in the 2017 WARC Prize for Asian Strategy.

Article

A regional overview of confectionery in Asia Pacific, including an analysis of leading companies and brands, forecast projections and country snapshots.

Case Study

Confectionery brand Doublemint used a multimedia approach to relaunch the brand in India.

Case Study

Gum category leader Doublemint targeted the Malaysian youth with a campaign that encouraged them to give people with potential a chance to shine.

Article

Marketers are failing to drive growth as a result of several shortcomings that are widespread in the industry, according to Bob Liodice, President/CEO of the ANA.