Challenger brands

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How to build a challenger brand

Exploring the position of a brand as challenger and what it can offer the market.

Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Article • David Taylor, WARC Best Practice, October 2018

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.

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.

Carabao Energy Drink: Mr Carabao’s £1 Million Giveaway

Case Study • Case Studies on WARC, 2018

Energy drink brand Carabao increased trial and rate of sale in the UK with a promotional campaign that allowed consumers to win a share of a total £1m cash prize fund.

Patanjali causes multinationals headaches as toothpaste wars heat up

News • 29 January 2019

It's a small and inconsequential part of most people’s daily routine - the few minutes they spend brushing their teeth.

Luckin takes on Starbucks in China coffee battle

News • 21 January 2019

US coffee chain Starbucks is well-established in China, where it has been operating for 20 years and has grown to be the market leader, but it is now facing serious competition from a Chinese start-up that launched just 15 months ago.

Five things marketers can learn from direct-to-consumer challenger brands

Article • Nick Geoghegan, Admap, January 2019

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

NIIT Technologies: Innovating Easy

Case Study • Direct Marketing Association - UK, Silver, 2018

NIIT, a management training company, promoted its company as an innovation partner by launching an office takeover in Atlanta as part of an account-based marketing (ABM) campaign.

The Diamond Concierge: The Surprisal

Case Study • Benjamin Davis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

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.

Livpure: Cutting Paani

Case Study • Shivendra Dikshit, WARC Prize for Asian Strategy, Entrant, 2018

Livpure, a water purifier brand, encouraged people in India to preserve water with a digital and social media campaign built on a colloquialism.

Cigna: Superheroes

Case Study • Varidda Voraakom, Pattarawong Wongmek, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used Facebook and the LINE messaging app to build brand awareness among high achievers in Thailand.

Circles.Life: End data deprivation

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

Telco network Circles.Life used an unorthodox execution to shake up the competition and increase market share in Singapore.

Breeze: Field Good Trip

Case Study • Diday Alcudia, WARC Prize for Asian Strategy, Entrant, 2018

Laundry brand Breeze used digital video to target mums in the Philippines, breaking through advertising clutter and boosting market share.

Calla: Fresh Mo Girl

Case Study • Bryan Siy, Issa Ignacio, Paolo Broma, WARC Prize for Asian Strategy, Entrant, 2018

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

OVO takes on Trump and wins on its own terms

News • 31 October 2018

OVO Energy ads are unlike any others in the UK energy category, and its decision to confront the climate change-denying position of the US president has paid off according to the agency behind them.

How to resist insurgent brands

News • 26 October 2018

Many big brands are feeling the heat from a new kind of competitor: the smaller, younger, quicker upstart brand.

Totalgaz: Vietnam's first vertical MV helped Totalgaz to sell

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Totalgaz, a supplier of Liquefied Petroleum Gas, gave Vietnamese mothers a worry-free Tet thanks to its mobile first song and music video.

Kotex: Soft Delivering the Best of Both Worlds

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Kotex, a brand of feminine hygiene products, increased its market share by targeting Vietnamese women on their most used device.

Inside OVO’s ‘swing’ at the big six UK energy giants

Article • Sam Peña-Taylor, Event Reports, What’s Possible ’19, October 2018

OVO energy is a new challenger brand that caused a stir from its Renewable is Unstoppable campaign; their agency, Uncommon, shares insights from an irreverent campaign.

When the Nip Becomes a Bite: Decoding the threat from challenger brands

Research Paper • Ritanbara Mundrey, ESOMAR, Congress, 2018

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

INDOMILK: 100 Days Leap frogging from Awareness to Advocacy

Case Study • MMA Smarties, Finalist, Indonesia, 2018

Indomilk, a milk brand, increased sales by targeting mothers in Indonesia to highlight stories of success and associate that with the brand.

Unilever : Fair & Lovely Beauty Hub

Case Study • MMA Smarties, Gold, Indonesia, 2018

Fair & Lovely, a skin-lightening cosmetic product, launched the Fair & Lovely Beauty Hub to reach and engage with previously un-engaged low income consumers in secondary and rural areas in Indonesia.

Tenderstem: Veg with Personality

Case Study • James Brittain, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Tenderstem, a branded hybrid of Chinese kale and broccoli, increased sales of its speciality vegetable by creating ads featuring a playful Tenderstem character who addressed the barriers of cooking.

K&H Bank: Fill the Gaps with K&H Bank!

Case Study • Direct Marketing Association - US, Silver, 2018

K&H Bank, a bank in Hungary, launched a micro-site that allows Hungarians to discuss and share what new businesses they'd love to see in their local area and gave the bank 2,512 new business applications.

2017 Lyft and Kargo Round Up & Donate mobile campaign

Case Study • MMA Smarties, Gold, North America, 2018

Lyft, a ridesharing app, capitalized on the #DeleteUber moment to encourage users to make $7m worth of philanthropic donations.

Five things marketers can learn from direct-to-consumer challenger brands

Article • Nick Geoghegan , Admap Magazine, January 2019

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.
Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Article • David Taylor, WARC Best Practice, October 2018

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.
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 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.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
How Warby Parker disrupted the eyewear category

Article • Stephen Whiteside, Event Reports, BRITE '14, March 2014

This event report describes how Warby Parker, the eyewear retailer, developed a new online approach to the category with a heavy focus on customer service.