European Association of Communications Agencies, Gold, 2018
Magnum, the ice cream brand owned by Unilever, wanted to decrease its dependence on consumers over the age of 40 across Europe, so it tapped into a new consumption occasions and new formats to market Magnum Pints to younger consumers.
Julian Earl, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014
This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.
Cannes Creative Lions, Creative Effectiveness Lions, 2011
Microsoft launched their Windows 7 program by using the small northern Spanish town of Sietes. The aim of having Sietes as the focus of their launch was to show how simple the product was to use; the town had no more than 40 inhabitants, most of whom were computer illiterate.
Integrated Marketing Communications Council Europe, Bronze (Direct 1:1 Communication), IMC European Awards 2010
Kraft Food’s German chocolate brand Milka wanted to raise awareness of its expanded line of praline chocolates and its new “Kleines Dankeschön” (A Small Thank You) range to its core audience of most female, 30-59 year olds.
Direct Marketing Association - US, ECHO Digital and Gold Award, 2009
Random House Mondadori S.A. was preparing to launch The Signal (La Señal), in Spain but the novel had a scientific, interactive plot that would appeal mainly to the techno-geek crowd, who typically spend more time online than browsing bookstores.
Kim Kazemi, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 631-656
Although ownership of a Cadillac was for decades widely considered a part of the "American Dream," Cadillac Motor, a division of General Motors, saw its share of the luxury-car market begin to decline in the 1990s.