Brand relaunches

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What we know about brand relaunches

Article • WARC Best Practice, June 2017

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

How to revitalise a brand

Article • Giles Lury, WARC Best Practice, October 2016

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

How Denny's found its purpose

News • 14 November 2018

Denny’s, the quick-service restaurant chain, took an unusual path to finding its purpose, but has been able to powerfully leverage this guiding principle for its brand.

Denny’s flips the marketing textbook to find its purpose

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

INSEE: Holcim is now INSEE

Case Study • Khanh Nguyen Dao, Minh Viet Le, San Vu, WARC Prize for Asian Strategy, Entrant, 2018

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Livon: Salon in a bottle

Case Study • Nitya Pant, Priyanka Nair, Dhara Pujara, WARC Prize for Asian Strategy, Entrant, 2018

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

One Park Avenue: Turning around a legacy brand for business leadership

Case Study • Ankita Srivastava, Dhaval Masrani, Raja Chakraborty, WARC Prize for Asian Strategy, Entrant, 2018

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

CEAT: It Helps – Putting safety first

Case Study • Arjun Paul Vedanayagam, Rahul Bhardwaj, WARC Prize for Asian Strategy, Entrant, 2018

CEAT, India's second largest tyre manufacturer, grew volume by associating its products with safety.

MARIGOLD HL Milk: Care to Share Your Heart

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

MARIGOLD HL Milk, the Singaporean dairy company, grew volume share and top-of-mind awareness by running a campaign focused on cholesterol awareness.

Marina Bay Sands: Come Alive at Marina Bay Sands

Case Study • James Honda-Pinder, WARC Prize for Asian Strategy, Entrant, 2018

Marina Bay Sands, a hotel and leisure resort in Singapore, used an integrated campaign across Asia under a new brand platform to increase visits and revenue.

Ariel: #Juanwash

Case Study • Hesperus Mak, WARC Prize for Asian Strategy, Entrant, 2018

Laundry detergent brand Ariel used an innovative campaign in the Philippines to change the perception of its Power Gel as an irrelevant choice and secure future growth.

Dettol: How the antiseptic liquid came out of the first-aid box

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2018

Dettol, the hygiene brand, increased its market share in India by increasing relevance.

Durex Kohinoor: Stay Faithfully Promiscuous

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Nima Namchu, WARC Prize for Asian Strategy, Entrant, 2018

Indian condom manufacturer Kohinoor re-launched under Durex with a new product portfolio to generate brand awareness.

PlayStation: Play Everything

Case Study • Abigail Kwek, Natalie Gruis, WARC Prize for Asian Strategy, Entrant, 2018

Gaming console brand Sony PlayStation used mobile, outdoor, print, online, in-store, on-ground and social activations to launch its PS4 console in key Southeast Asian markets and convince families and casual gamers to purchase and play.

Alpenliebe Juzt Jelly: How to sell candies at a 2000% mark-up

Case Study • Jitender Dabas, Harshvardhan Sahni, WARC Prize for Asian Strategy, Entrant, 2018

Alpenliebe Juzt Jelly, an Indian confectionery brand, grew the contribution of the larger-than-one-rupee price point by marketing its multipack bags to families rather than solely children.

ABC Kacang Hijau: Six-second stories that helped reverse six quarters of decline

Case Study • Dhiren Amin, Rahul Chawra, Dilip Garga, WARC Prize for Asian Strategy, Entrant, 2018

Better-for-you beverage brand ABC Mungbean used an online campaign in Indonesia to turn around three semesters of decline with minimal marketing investment.

Transforming an Iconic Brand to Help Customers Navigate Change in Japan: MetLife uncovers and addresses latent needs of a growing demographic in one of the most mature insurance markets in the world

Case Study • Nisha Yadav and Takeshi Oshima, ESOMAR, Congress, 2018

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.

Bolia.com: No One Lives Like You: Shifting the Meaning of Home

Case Study • European Association of Communications Agencies, Bronze, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Cereal Partners Worldwide – Nestle and General Mills SA: #KeepGoing

Case Study • European Association of Communications Agencies, Bronze, 2018

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Promotur Turismo De Canarias SA: Canary Islands "The 7 islands that became 47"

Case Study • European Association of Communications Agencies, Bronze, 2018

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Pan American Energy: PAE'S 20th Anniversary Campaign

Case Study • SABRE Awards, Gold, LATAM, Mining/Extractive Industries, 2018

Pan American Energy (PAE), a private hydrocarbon-producing company in Argentina, celebrated its 20th Anniversary by launching a 360° campaign, which included the creation of a book to highlight the importance of hydrocarbon.

Harry's: Painting the World Orange

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Global strategy, 2018

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

Jackson Hole Travel & Tourism Board: Stay Wild

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Regional Strategy, 2018

Jackson Hole Travel and Tourism Board, a tourism operator for Jackson Hole in Wyoming, launched the Stay Wild campaign in the US to show tourists everything that makes it the last real mountain town.

From also-ran to front-runner: How Nissan made Rogue a sales hero by making winter heroes of Canadian drivers

Case Study • Mark Tomblin, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Turning DFS from a value brand into a brand that people value

Case Study • Aileen Ross, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Unilever: NUDGE – Your way to successful brand relaunches

Research Paper • Ramanathan Vythilingam , ESOMAR, APAC, 2018

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.
Häagen-Dazs rebrands for an aesthetically-led millennial audience

Article • Matthew Carlton, Event Reports, YMS18, March 2018

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.
What we know about brand relaunches

Article • WARC Best Practice, June 2017

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.
How to revitalise a brand

Article • Giles Lury, WARC Best Practice, October 2016

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.
Relaunching brands: How to stage a comeback

Article • Bridget Angear, Institute of Practitioners in Advertising, from Advertising Works 22, 2015

This article offers five lessons for relaunching brands, using examples from the 2014 IPA Effectiveness Awards winners.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.