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Challenger brands

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Case Study

giffgaff, a mobile network operator, created an avoidable campaign in the UK in order to improve brand sentiment and consideration.

Case Study

SunLife, a UK-based insurance business, tackled the issue of ageism in advertising by introducing a TV, radio and social campaign that featured real people in their 50s engaging in their passion.

News

PARAIPABA: Drinks giant Diageo intends to use its marketing expertise to boost the image of cachaça, the Brazilian sugarcane spirit, and to increase sales of the Ypióca brand it bought five years ago.

Case Study

Clear Men, a shampoo brand, connected with men aged 20-39 in Taiwan and increased sales with a social media campaign centred around baseball.

Case Study

Shopping site ShopClues used a multichannel approach to change the online shopping habits of customers in Tier 2 and 3 cities in India.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Case Study

ITC's Savlon used TV to reposition itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

Case Study

Beauty brand Parachute Advansed Body Lotion used a multichannel approach to carve out an identity in West Bengal, India.

Case Study

Soft drink brand Coca-Cola used a multimedia campaign to develop a long-term role for the brand by associating it with the Thadingyut festival in Myanmar.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Case Study

Patanjali's Ayurveda-based toothpaste brand, Dant Kanti, used a TV campaign to take on the market giants and grow beyond its category, in India.

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Case Study

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

Case Study

Huawei, a telecommunications brand, relaunched its brand in Europe with its ‘#BePresent’ Christmas campaign that built an emotional connection with its target audience.

News

MUMBAI: Several Indian start-ups in the food and beverages sector have found that innovation, content marketing and the use of social media influencers are useful weapons in their David versus Goliath contest with established and global brands.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

Article

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

Case Study

VTech, a technology brand, launched the Go! Go! Smart Friends princess line in the US by partnering with AdColony, a mobile ad platform, to create an interactive video ad.

Case Study

This case study explores how US athletic apparel and uniform brand Russell Athletic regained relevance among a new generation of athletes through a campaign defending the importance of team over individual glory.

Article

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

News

CHICAGO: Grant Thornton, the audit, tax and advisory firm, is emphasising its challenger brand credentials compared with the industry’s “Big Four” via an ad campaign that argues it can help move clients beyond the status quo.

Article

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.