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Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

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.

Opinion

The tech businesses of Silicon Valley are hiding behind Big Data and as a result, have become disconnected from the lives of real people, says Gareth Kay.

Article

Augmented reality is predicted to be a £90bn market within five years, with most of that generated by brands and advertisers.

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

Article

Consumers today have become accustomed to finding what they want quickly, having their queries responded to in real time, the overnight delivery of purchases and the positives of personalisation.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Case Study

Lund Halsey, a control room designer and manufacturer, modernised its image to maintain its market share and increase sales in the UAE.

Case Study

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Case Study

Interflora Denmark, the flower delivery network, mixed Nordic cultural heritage and botany to market its ASK brand of beer to men.

Case Study

Marston's, a British brewery, increased its market share in the UK by redesigning its bottles to better illustrate its origins and make it stand out in its category.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

Case Study

Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.

Case Study

Budweiser, the American beer brand, turned a physical product into media to increase sales among hockey enthusiasts in Canada.

Opinion

Brands have successfully utilised rituals for their symbolic and emotional power for some time, but how will new rituals be built when AI and voice assistants become our most common interface, asks Gareth Kay.

Article

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.

Article

Anheuser-Busch InBev, the brewing giant, has crafted a marketing strategy that places meaningful experiences and cultural connection at the heart of its strategy.

Opinion

Claudia Willvonseder is the CMO at IKEA Group and is the chair of the Effective Use of Brand Purpose category at the 2018 WARC Awards.