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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

RBS prepares to launch new digital bank

News • 01 October 2018

Royal Bank of Scotland (RBS) is planning to roll out a standalone digital consumer bank in the UK as it seeks to fend off growing competition from fintech challenger banks, such as Monzo and Revolut.

Johnson's Baby: Touch

Case Study • Talha Bin Hisaam, Nadia Putri Prianti, WARC Prize for Asian Strategy, Bronze, 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.

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 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.
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.