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The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Lay's: 4 Seasons DOOH and Mobile Banners

Rankings • WARC Media 100, 2021

Crisp brand Lay’s increased market share and awareness in Turkey by launching a geo-targeted campaign that encouraged consumers to snack on Lay’s in the park when the temperature hit 25°C.

PepsiCo Inc (Food)

Article • Euromonitor Advertiser Profiles, March 2021

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Lay's, Doritos and Quakers.

ARF study: Customer loyalty remains robust for large CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, March 2021

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Structural factors have greatest influence on ROI

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Planters: #RIPeanut

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media, 2021

Planters, a food processing company, launched a Super Bowl campaign that killed off its brand mascot, Mr Peanut, and saw the rebirth of a new one, Baby Nut, to create brand buzz.

Lay's: Going the Extra Smile

Case Study • SABRE Awards, IN2, North America, Best in Crowdsourcing & Co-creating, 2021

Lay's, a brand of potato chips, sought to give the USA something to smile about during the COVID-19 pandemic when smiles were hard to come by.

Cheetos: Unleash the Cheetle – Introducing Cheetos Popcorn

Case Study • SABRE Awards, IN2, North America, Best New Product/Brand Launch, 2021

Cheetos, a brand of cheese puffs, launched its new product, Cheetos Popcorn, during the Super Bowl in the USA and positioned the Cheetos dust as a hack to excuse the consumer from chores.

Tostitos: Nacho Average Showdown

Case Study • SABRE Awards, IN2, North America, Best Media Partnership, 2021

Tostitos, a tortilla chip brand, partnered with Guy Fieri and Bill Murray to launch a live virtual nacho-making competition to raise awareness and donations for the Restaurant Employee Relief Fund (RERF) during the COVID-19 pandemic.

Reach and ad quality are key short-term drivers of ROI

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Lay's: Break The Wall

Case Study • Iris Yang, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Snack brand Lay's connected TV and social media to win attention and brand love across China.

Lay's: 4 Seasons Digital OOH

Case Study • MMA Smarties, Gold, X (Global), 2020

Lay’s, a potato snack brand, increased market share and awareness in Turkey by launching a geo-targeted campaign that encouraged consumers to snack on Lay’s in the park when the temperature hit 25°C.

Doritos x Illegal Civ

Case Study • MMA Smarties, Bronze, X (Global), 2020

Doritos, a tortilla chip brand, partnered with UPROXX, an entertainment and pop culture website, to launch a limited-edition streetwear fashion collection to make a statement and strengthen Doritos' brand image.

Cheez-It Snap'd: Cheese Shortage Concern

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Savoury snack brand Cheez-It created a cheese shortage concern across stream-worthy media to promote the launch of its new product in the US.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

PepsiCo India: From packaging to pop culture: Lay’s Smile Story

Case Study • SABRE Awards, APAC, Social Media/Social Networking Campaign, Gold, 2020

LAY'S, a potato chip brand, used its change in packaging to promote the brand and peppered Instagram with photos of people posing with LAY'S Smile packs in India.

Doritos: #UnblockTheLove

Case Study • SABRE Awards, LATAM, Platinum, Best in Show, 2020

Doritos, a tortilla chip brand, promoted its diversity and inclusion initiative, DORITOS' RAINBOW, in Mexico by launching a special edition pack, diversity workshop, influencer campaign and pride parade float.

10 techniques for effective packaging

Opinion • Roger Horberry, October 2020

FMCG packaging represents prime marketing real estate, one of the most effective weapons in the marketing arsenal. It can literally make the difference between a consumer adding a particular item to their shopping basket or moving on to choose a competitor’s product. No other point in the real world purchase journey has such a stark stop/go aspect to it. In this article we’ll be looking specifically at packaging copy, and share techniques that will enable you create copy that reduces stop and increases go.

Augmented reality: An ally for digital marketing research

Research Paper • Cristina Leo and Francisco Calixto, ESOMAR Conference papers, Latin America, 2020

This paper examines the use of augmented reality (AR) to enhance a study into the price perception of products when viewed online as opposed to in the flesh.

Doritos: The Power of Crunch

Case Study • Deep Singh, Vikram Kumar, Neha Dhar, WARC Prize for Asian Strategy, Entrant, 2020

Doritos ran a TV and social media campaign in India, supported by experiential events at Comic-Con, to grow sales and awareness, and boost brand attributes.

Lay's: Break The Wall

Case Study • Nicholas Short, Iris Yang, WARC Prize for Asian Strategy, Entrant, 2020

Snack brand Lay's connected TV and social media to win attention and brand love across China.

ARF research finds brand loyalty remains robust

News • 17 August 2020

Brand loyalty has largely proved robust over the last decade in a trio of packaged-goods categories, according to the early results of a study being conducted by the Advertising Research Foundation (ARF), the industry body.

Nestlé taps into Asia’s rising desire for healthy plant-based snacks in Hong Kong

News • 16 August 2020

With plant-based food rising in popularity in recent years and further accelerated by COVID-19, Nestlé Hong Kong has introduced Nestlé Fitness, a product range with snacks and beverages made with whole grains, as well as high-fibre and plant-based in

How Mondelez is reformulating for Asian consumers

Article • Low Lai Chow, Event Reports, FIA Dialogues, July 2020

Snack food maker Mondelez is evolving its product portfolio to suit post-COVID trends.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.