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Case Study •
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.
Case Study •
Renault, an automotive brand, launched the new edition of its flagship model, the Renault Scenic, in Spain by producing two brochures, one for adults and one for kids.
Case Study •
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.
Case Study •
This case study explains the concept of Thunderclap, a social media tool which allows people to spread messages through grassroots supporters, including three brand examples.
Case Study •
This case study describes a campaign for Audi, the automotive brand, which invited consumers in Spain to take an 'email test drive', in order to emphasise the brand's technological innovation.
Case Study •
This case study describes a launch campaign for a new model from Skoda, the automotive brand, during a period of sustained economic problems in Spain.
Case Study •
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.
Case Study •
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.
Case Study •
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.
Case Study •
By the late Twentieth Century, Buick had lost its central position in the market to imports which were seen as more stylish and practical.
Case Study •
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.
Case Study •
The pundits agreed: launching a premium compact car into the crowded luxury U.S. market where others have failed was a risky proposition.
Case Study •
Campaign for West End Quay Ltd's regeneration of a 120 acre site at Paddington, one of the largest redevelopment projects in Europe.
Case Study •
This 1998 case study analyses the successful 1996 relaunch by manufacturers Forbo-Nairn of linoleum, via a three-month test market as a cost of £48,676.
Case Study •
How Fruit-tella became the most popular brand of sweet for children in 1993. Brand is owned by Van Melle (Holland), marketed in UK by Warner Lambert.
Case Study •
1988-90 campaign for a new health club in London. Press (national dailies, financial publications, magazines) and radio used to stimulate telephone calls arranging for a tour of the club.