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Reaping the Rewards: Insights into the 2021 DBA Design Effectiveness Awards winners

Opinion • Clive Grinyer, August 2021

Clive Grinyer, DBA Design Effectiveness Awards Chairman of the Judges and Head of Service Design at the RCA, writes about what the 2021 winners can teach the industry on design effectiveness.

Dixie: A lot on your plate

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Dixie, an American consumer goods company, achieved unprecedented engagement with the public by forming a campaign that addressed the needs of US consumers during the pandemic.

Glade: Scent by Glade

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2021

Glade, a household air freshener brand, transformed ignored packing material into a branded sampling device filled with its latest fragrance in the US.

Air Wick: Essential Mist

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Air Wick, a home fragrance brand, launched its Essential Mist product in the UK featuring a unique diffuser technology to bring excitement to the category.

Glad: Glad for change

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

GLAD, a bin bag brand, launched a campaign to reposition its brand in Canada and encourage consumers to compost and recycle waste more.

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Advertiser Profiles, June 2021

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Yale: Unlock brand potential – Breaking the glocalization wall with data-driven creatives

Case Study • MMA Smarties, Silver, APAC, 2020

Yale, a digital door lock manufacturer, used dynamic, personalised ads to promote the brand in Vietnam.

Asian Paints Adhesives TruGrip Ultra: Ensuring the Furniture's Vow of Silence

Case Study • Rajesh Sharma, Akhilesh Nath, Vedabrata Rao, WARC Awards for Asian Strategy, Entrant, 2020

Indian furniture glue Asian Paints Adhesives TruGrip Ultra needed to grow sales, consideration and engagement to compete with the dominant category leader, so it ran a WhatsApp campaign to connect directly with its trade audience.

Fevicol: Breaking all norms, retaining strong bonds

Case Study • Ganapathy Balagopalan, Divya Agarwal, WARC Awards for Asian Strategy, Entrant, 2020

Fevicol, the wood adhesive brand, retained brand leadership in India with a heart-warming brand film.

How BIC is developing its e-commerce strategy

News • 09 August 2020

BIC, the pen brand, is focusing on issues like customer journeys, product assortment and packaging as it adapts to the demands of an increasingly complex e-commerce ecosystem.

BIC’s five-point “SPARC” formula offers a roadmap for e-commerce success

Article • Geoffrey Precourt, Event Reports, ANA webinar, July 2020

BIC, the pen brand, is using a five-point plan to inform its e-commerce strategy, and so drive progress on an increasingly vital sales channel.

Fevicol: 60 Years

Case Study • WARC Awards, Entrant, Effective Content Strategy, 2020

Fevicol the adhesives brand raised awareness of their 60th anniversary with a 90-second film in India.

Stabilo: Highlight the Remarkable

Rankings • WARC Creative 100, 2020

Stabilo, the manufacturer of writing instruments, launched a meaningful print campaign that gave the brand a new purpose and attitude in Germany.

Duracell: The Marathon Bunny

Case Study • IMC Awards (European), Gold, Experiential Engagement and Events, 2019

Duracell, a battery brand, increased awareness in Austria by getting its brand mascot, the Duracell Bunny, to take part in one of the country's biggest events, the Vienna City Marathon.

Energizer Holdings: For Movie Moments That Last & Last

Case Study • IMC Awards (European), Silver, Shopper Marketing, 2019

Energizer, a battery brand, increased its market share and sales across Europe by launching a partnership with Twentieth Century Fox to offer customers a free film.

Tramontina: Flavor of Songs

Case Study • MMA Smarties, Finalist, LATAM, 2019

Tramontina, a cookware and home appliances brand, created a campaign that used synesthesia to pair songs with recipes, allowing the brand to engage younger Brazilian audiences and show them the best pan to cook their preferred meals in.

Thermos: The Beauty of Temperature

Case Study • Irin Ko, WARC Awards for Asian Strategy, Entrant, 2019

Beverage and food container brand Thermos challenged conventional advertising in Japan by creating authentic branded content to illustrate the importance of the perfect temperature, thereby increasing brand awareness and growing market share.

Duracell: Duracell: Changing the Recycling Game

Case Study • SABRE Awards, EMEA, Public Education , Gold, 2019

Battery manufacturer Duracell joined NGOs, retailers and government in establishing battery-recycling infrastructure and sustainable business practices in Russia – which has a battery recycling rate of 1.5%, compared with an EU average of 45%.

Stabilo: Highlight the Remarkable

Rankings • WARC Creative 100, 2019

Stabilo, the German manufacturer of writing instruments, launched a meaningful print campaign that gave the brand a new purpose and attitude.

Reynolds: The Hot-Cheetos Turkey

Case Study • SABRE Awards, Micro Marketing, In2, 2019

Reynolds, a home goods brand, caused a stir on social media in the US by creating an unusual recipe for turkey seasoning.

Pilot: Selling a new kind of pen through a location-based strategy

Case Study • MMA Smarties, Finalist, LATAM, 2018

Pilot, the pen manufacturer, used location technology to deliver ads to shoppers in Brazil.

Odonil: How to identify an uncivilised home

Case Study • Jitender Dabas, Ankit Vohra, WARC Awards for Asian Strategy, Entrant, 2018

Odonil, an air freshener brand, increased sales in India by making odour an issue of etiquette.

Thermos: Intense Temperatures

Case Study • Irin Ko, WARC Awards for Asian Strategy, Shortlisted, 2018

Thermos, a food and drink storage brand, increased sales in Japan with videos distributed through TV, cinema, digital and social media.

ITC Ltd: Classmate – Much more than a Notebook!

Case Study • SABRE Awards, South Asia, Consumer Products/Services, 2018

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

Duracell: Big Battery Hunt

Case Study • SABRE Awards, Gold Sabre Award For Marketing To Youth, EMEA, 2018

Duracell, a battery manufacturer, launched the Big Battery Hunt campaign in the UK to encourage consumers to recycle their old batteries.

Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Seven Packvertising Principles: the importance of packaging design in the marketing mix

Article • Simon Gore, WARC Exclusive, November 2020

Packaging is a primary communication channel for brands – as the shopping balance shifts online, this communications role might change over time.
Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.