Challenger brands

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The power of challenger brands to surprise (and often delight)

How brands like T-Mobile, Airbnb, Warby Parker and Dove take on their category leaders.

How to build a challenger brand

Article • Nick Geoghegan, WARC Best Practice, July 2016

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

Johnson's Baby: Touch

Case Study • Talha Bin Hisaam, Nadia Putri Prianti, WARC Prize for Asian Strategy, Shortlisted, 2018

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

BabyLove: Premmie Proud

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2018

BabyLove, a brand of nappies, successfully launched its new product, nappies for premature babies, by creating an app to provide a community for parents of premature babies in Australia.

PR matters in the marketing mix: Singapore telco

News • 23 August 2018

SINGAPORE: A savvy public relations strategy is still important in the digital age, especially when building brand awareness, according to a senior executive at a Singapore telco.

How PR, out of home and stunts drive marketing at Circles.Life

Article • Low Lai Chow, Event Reports, Digital PR Strategies Conference, July 2018

Circles.Life, a telco challenger brand in Singapore, has put PR, out-of-home and viral stunts at the heart of its brand marketing.

Latitude Finance finds success with celebrity

News • 09 August 2018

SYDNEY: When Latitude Finance (previously GE Money) launched in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks, according to a senior marketer at the company.

How Alec Baldwin put Latitude Finance on the map

Article • Brooke Hemphill, Event Reports, Mumbrella Finance Marketing Summit, July 2018

When Latitude Finance (previously GE Money) relaunched its new brand in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks.

Datsun redi-GO: India's first car election campaign

Case Study • Arun Sharma, Case Studies on WARC, 2017

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

EGBank: The Chronicles of Oufa

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Silver, 2018

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Connect: Slow Trends

Case Study • Ali Cheikhali, WARC Prize for MENA Strategy, Silver, 2018

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Saltwater Brewery: Edible Six Pack Rings (E6PR)

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2018

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Shock Top (Anheuser Busch): Unfiltered Talk

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Shock Top, a beer brand, reversed declining sales and increased visibility in the US market by giving an irreverent voice to its mascot during Super Bowl season.

Pril: The One-Drop Bottle

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2018

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

Visit Faroe Islands and Atlantic Airways: Google Sheep View

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Visit Faroe Islands, a tourism brand for the Faroe Islands, and Atlantic Airways, an airline company, attached cameras to sheep to create their own street view, 'sheep view', of the Faroe Islands.

From boutiques to grocers: How Godiva democratised luxury

Case Study • Marketing Society UK, Excellence Awards, Winner, Brand extension, 2018

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

LifeStyles & Blowtex: Smart = Sexy – Reframing sexiness in a digital-embedded way

Case Study • Matthias Eylers, WARC Awards, Entrant, Effective Content Strategy, 2018

Manufacturer of protection products Ansell used thumb-first thinking to drive sales and build a brand tonality between its two condom brands in Brazil and the US.

AIG Japan partners with New Zealand’s All Blacks in brand purpose drive

Article • Anna Hamill, Event Reports, Advertising Week Asia, May 2018

Insurance giant AIG partnered with New Zealand’s world champion All Blacks and Black Ferns rugby teams to launch its pro-LGBT diversity campaign in conservative Japan.

Free Democrats: A New Way of Thinking

Case Study • AME Awards, Gold, 2018

The Free Democrats Party (FDP), a German political party, regained its place in the German parliament by rebranding itself and launching a documentary and PR stunt to attract the support of millennial voters.

Embrace the extraordinary with OMO

Case Study • AME Awards, Gold, 2018

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Indian Motorcycle: Inking our mark on motorcycle culture

Case Study • AME Awards, Gold, 2018

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

EGBank: The Chronicles of Oufa

Case Study • Naila Fattouh, WARC Awards, Gold, Effective Content Strategy, 2018

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Nippon Pylox: If you can dream it, you can Pylox it

Case Study • Chan Su Ling, Nichelle Ng, WARC Awards, Bronze, Effective Content Strategy, 2018

Paint products company Nippon Paint Malaysia engaged communities and their influencers in a campaign to cement a niche among the highly competitive spray-paint category.

Connect: Slow Trends

Case Study • Ali Cheikhali, WARC Awards, Gold, Effective Content Strategy, and Smart Spender Special Award, 2018

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Bodyform/Libresse: #bloodnormal – This is what happens when whores and pimps become marketers

Case Study • Margaux Revol, Alaina Crystal, WARC Awards, Grand Prix, Effective Use of Brand Purpose, and Evaluation Special Award, 2018

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

Sailor Jerry looks for the thinking drinker

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

How challenger brands are built in India

Article • Satish Pai, Admap Magazine, Commended, Admap Prize 2017

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.
How to create a successful craft brand

Article • John Clark and Dan Parkinson, Admap Magazine, April 2017, pp. 35-37

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.
How to build a challenger brand

Article • Nick Geoghegan , WARC Best Practice, July 2016

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.
The power of challenger brands to surprise (and often delight)

Article • Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report provides an insight into how challenger brands can seek to take on category leaders.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
Strategies from a new generation of challenger brands

Article • Adam Morgan, Market Leader, Quarter 1, January 2009, pp. 32-35

While some marketers begin to start the uphill struggle against restricted promotional budgets, some brands have always had to operate on limited resources.