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Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Case Study

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

Condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

News

GLOBAL: A campaign from Yasmin, a contraceptive pill brand, which used mobile “mini-movies” to provide accessible sexual education to young people in order to help reduce China’s high rate of abortions, won the Best in Show award ...

Case Study

This case study explains how Yasmin, a contraceptive pill brand, increased sales in China by educating young people about safer sex in a country where the subject is taboo.

Case Study

This case study describes how Nexplanon, a long-term birth control brand in the US, used big data to approach new professional and consumer audiences with the campaign 'ARMOR up'.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Case Study

This case study describes how GlaxoSmithKline, the pharmaceutical companies, used an emotional stunt that was brought to life on social media to save actual lives in the Philippines.

Case Study

The case study demonstrates how Durex, a condom maker, created an online campaign to inform consumers in the MENA region of a new product.

Case Study

This case study describes how Durex, the condom brand, created a reality show with MTV to drive brand conversation and awareness, preference and market share in India.

Case Study

This case study demonstrates how Durex, the sexual well-being company, used Earth Hour to help change its perception to a fun and playful brand.

Case Study

This case study explains how Durex, the condom brand, successfully launched its new range of sex toys in the UK.

Case Study

This case study sets out how Durex, the condom brand, used a social media campaign around a global event - Earth Hour - to move its brand positioning from functional to playful.

Case Study

This case study sets out how Durex, the condom brand, created a short online video to coincide with a global event - Earth Hour - to move its brand positioning from functional to playful.

Case Study

This case study outlines the launch of SKORE, a new condom brand, aimed at young Indian men who had a more liberated view on pre-marital relationships.

Case Study

This case study describes how Durex promoted its Performa condom in Hong Kong with a superhero called Performan.

Case Study

This case study explains how Avene make-up was marketed in China by using customers' social media accounts to deliver Avene's own message.

Case Study

This case study explains how the Avene make-up brand won brand likeability with a social campaign.

Case Study

This case study describes an advertising campaign which used a new message to promote family planning in Uttar Pradesh, India.

Research Paper

Self-report methodologies – such as surveys and interviews – elicit responses that are vulnerable to a number of standard biases.

Case Study

Durex, the condom maker, used this campaign to reposition the product from being regarded as a necessary evil to one that was about sexual enhancement and in so doing make Durex a sex brand that people wanted to engage with.

Case Study

This US case study describes the response of U by Kotex (UBK), a feminine care brand, to attack ads from a category rival.

Article

While most analysis of women in the world focuses on how social and economic conditions affect their roles and identities, this paper takes a different approach by exploring how women act as catalysts for fundamental changes shaping everybody’s world.

Case Study

Okamoto, a condom brand sold in Singapore, faced significant challenges: a huge competitor, and a marketplace that views condoms as 'evil agents of promiscuity'.