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Case Study

This case study shows how Unilever launched a new dry-spray deodorant range across five different brands.

Case Study

This case study describes how Unilever launched a new limited edition AXE bodyspray in Argentina and Mexico.

Case Study

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.

Case Study

This case study describes how Axe, the body-spray brand, targeted young men in the US by repositioning the brand with more mature, relevant messaging.

Case Study

This case study describes how Nivea, the personal care brand, launched a deodorant range in Australia, where it is better known for its skincare than its deodorant expertise.

Case Study

In 2011 Axe, Unilever's male fragrance brand, experienced stalling growth and a generation of young men who were not engaging with the brand.

Case Study

Unilever's Axe male grooming brand maintains a tight focus on 16-24 year-olds, meaning that it experiences a 10-15% churn of consumers annually.

Research Paper

East and South Asian diasporas are rapidly growing in both North America and globally. They are also strongly connected to rapidly growing Asian markets that themselves are increasing in influence globally.

News

NEW YORK: Procter & Gamble and Coca-Cola were among the companies US shoppers regarded as having launched some of the most innovative new products of last year.

Article

The ethics of negative product placement in advertising is just one of the scenarios flagged up in this article about the moral minefield that marketers have to navigate.

Case Study

This paper describes how planning created a new way of developing communications for the launch of Axe Click by getting involved in the NPD process from the very start.

Case Study

In November 1997 Volkswagen of America introduced an advertising campaign for its redesigned Passat. Arnold Communications, the Boston-based ad agency that won the lucrative $110 million North American Volkswagen advertising account in 1995, had created much momentum with its "Drivers Wanted" campaign, marketing the Golf and the Jetta to a target audience between the ages of 18 and 34.

Research Paper

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers’ actual behavior at point of sale when they make their purchasing decisions.

Article

Argues for the importance of appealing to young people when they first enter a market, because impressions formed then remain and brand loyalty develops early.

Article

The author, with over 40 years experience at P&G, discusses what has changed, what has not changed over four decades, and his views on the future of marketing and advertising in the USA.

Case Study

In its "Strong Enough for a Man, but pH Balanced for a Woman" campaign for its popular Secret deodorant, the Procter & Gamble Company found a winning way to modernize the product's image while reiterating the brand's basic identity as a deodorant meant specifically for women.

Case Study

This paper covers the national launch of Insignia, a new range of fragrance-linked male toiletries from Shulton from 1985 to 1988.

Case Study

Relaunching Soft and Gentle deodorant to a young target audience became necessary in 1984, owing to a lack in efficacy and its unexciting image.