Household & domestic

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Odonil: How to identify an uncivilised home

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize 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 Prize 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.

Stabilo Boss: Highlight The Remarkable by DDB

Gunn Report • Gunn Insights, August 2018

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

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.

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Profiles, June 2018

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.

The efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf

Research Paper • Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Glade Plugins Car: New product launch

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

Glade, a brand of household air fresheners, launched its new Glade Plugins Car product in Walmart in the US by placing displays throughout the shopper experience.

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.

The Clorox Company / Kingsford Charcoal: Stand With Ribs

Case Study • SABRE Awards, North America, Consumer Products, 2018

Kingsford Charcoal, a charcoal brand, created the Stand With Ribs campaign in the US, featuring NFL star Vince Wilfork, to create demand, and drive sales of, its new long-burning product.

Zeno Group and Turtle Wax: Road to worldwide relevancy

Case Study • SABRE Awards, North America, The SABRE Award for Superior Achievement in Brand-Building, 2018

Turtle Wax, a manufacturer of automotive products, used PR to launch its Go Moment campaign in the US to increase sales and brand relevancy.

Air Wick Scented Oil Warmer

Case Study • Design Business Association, Bronze, 2018

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

American Greetings: Encourage everyday connections with Give Meaning

Case Study • SABRE Awards, Best In Show #4, In2, 2018

American Greetings, a greeting card company, showed a new generation in the US how meaningful card-giving is by creating two online videos on two common, but unacknowledged problems.

Kiwi Quality Shoe Care: 'Portraits Completed' (US)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Portraits Completed campaign' campaign for Kiwi Quality Shoe Care by the agency Ogilvy & Mather in the USA.

Bic 4 Colour Pens: The Bic 4 Colour World Champenships

Case Study • Adrian Mills, David Phillips and Chamari Kariyakaranage, WARC Media Awards, Silver, Effective Channel Integration, 2017

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Bic 4 Colour Pens: The Bic 4 Colour World Champenships

Case Study • Chamari Kariyakaranage, David Phillips, Adrian Mills, WARC Awards, Silver, Effective Social Strategy, 2017

This case study shows how Bic, the pen brand, increased sales of its 4 Colour Pens in Australia by creating a pen-based sporting event.

Disrupting SXSW Interactive with analog by American Greetings

Case Study • SABRE Awards, Gold, North America, Consumer Products, 2017

American Greetings, a greeting cards company, developed an analogue-themed campaign to drive brand awareness and increase sales in the US.

Newell Rubbermaid: Stop smears, spread joy with Paper Mate Inkjoy

Case Study • SABRE Awards, Gold, North America, Marketing to Youth, 2017

Paper Mate, a stationery brand, increased sales for its new product by teaming up with a teenage heartthrob to address the issue of bullying in the USA.

BIC Australia: Bic 4 Colour World Champenships

Case Study • Chamari Kariyakaranage and Adrian Mills, WARC Prize for Innovation, Entrant, 2017

This case study describes how pen brand Bic boosted sales by creating an online competition in Australia and New Zealand to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out.

American Greetings brings analog emotion to digital marketing

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters Conference, February 2017

This event report outlines how American Greetings, the greeting cards company, has remained relevant in the digital age.

Mr. Sketch: Farting Fruit

Case Study • Case Studies on WARC, 2016

This case study details how Newell Brands, a consumer goods company, reinvigorated its Mr Sketch brand of scented children's markers in North America.

STABILO: Free Your True Colors

Case Study • Ferenc Novak, Balazs Buza and Viktoria Kecskes, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes how STABILO, a German manufacturer of writing instruments, wanted to raise its digital share of voice by targeting Millennials in 30 countries with an online creative drawing competition.

Philips: 11.11 and The Art of War - Why mastery of data without good human design will only lead to mediocre results

Case Study • Kahwei Low, WARC Media Awards, Gold, Best Use of Data, 2016

This case study describes how global electrical brand Philips mined data to identify the most profitable spaces on e-commerce platform Tmall to boost sales by 100% on China's Single's Day.

Odonil Block: The New Smell of Status of India

Case Study • WARC Prize for Asian Strategy, Entrant, 2016

This case study shows how Odonil, India's leading air-freshener brand, managed to increase sales and create new relevance for its 50 year old product.

Duracell: Beating the bargain blues

Case Study • European Association of Communications Agencies, Finalist, Euro Effies, 2016

This case study describes how Duracell, the battery brand, launched a new 'simply' product exclusively in poundstores in Ireland in order to compete with cheap zinc batteries.

Jal Daan: The Gift of Water

Case Study • Dragons of Asia, Gold, 2016

This case study explores how Aquaguard, India's No.1 water purifier brand, took on the challenge of making India healthier by tackling the problem of impure water.

PEDIGREE Child Replacement Programme

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

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.
What is the optimum amount of targeted advertising?

Article • Matthew Mee, Nigel Shardlow and James Allen, Admap Magazine, April 2018, pp. 10-12

Compares performance of targeted advertising vs. broadcast in the men’s razors and laundry detergents categories.
Ariel: Dads #ShareTheLoad

Case Study • Rajat Mendhi, Manisha Sain, The WARC Prize for Asian Strategy, Shortlisted, 2017

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.
IKEA UK: Working together to bring the wonderful everyday to life

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.
Ariel Share The Load: A social movement to remove the cultural stain of gender inequality

Case Study • Cannes Creative Lions, Gold, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.
Ariel: Share the load

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.