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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.

BOSS Coffee: Touch-And-Go Coffee

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Boss Coffee, a ready-to-drink coffee brand, launched 120 flavour combinations and bespoke label designs on social media app LINE to encourage online orders and pickups among busy commuters in Japan.

Nescafé: Increase Search Visibility in Coffee Category

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Nescafé, a brand of coffee made by Nestlé, increased e-commerce sales in Indonesia by launching an SEO campaign that used keyword triggers to create bespoke content encouraging new and innovative ways to enjoy its coffee.

Brand in action: How Tata Tea issued a “Wake up” call to highlight national issues

Opinion • WARC, February 2021

Before the concept of brand purpose became popular, Tata Tea immortalised itself with the message “ Jaago Re ” or “Wake up”. Over the years, the Jaago Re cause marketing initiative has helped the Tata Tea brand to stay relevant by championing various causes. Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products, tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.

What’s working in non-alcoholic drinks

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in the non-alcoholic drinks category.

Nescafé: A cup from home

Case Study • MMA Smarties, Gold, Indonesia, 2020

Nescafé, a coffee brand, encouraged consumers to enjoy their coffee from home while spending Ramadan under lockdown in Indonesia.

Tea+: Delightful Summer Melodies

Case Study • MMA Smarties, Bronze, Vietnam, 2020

Tea+, a brand of vitamin-infused tea, launched a music-centred campaign to promote its Oolong Lemon tea as the ideal summer beverage in Vietnam.

Nescafé: A cup from home

Case Study • MMA Smarties, Gold, APAC, 2020

Nescafé, a coffee brand, grew during the slow period of Ramadan in Indonesia and promoted the brand while encouraging consumers to stay at home during the coronavirus pandemic.

L'OR: Big Coffee Day

Case Study • Louise Løbner Malmborg, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Coffee brand L'OR partnered cinema chain Nordisk Film Biografer to drive awareness and sales of its Nespresso-compatible capsules in Denmark via a scented cinema ad and on- and offline activities.

Nescafe: From Tianyi with Love

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

Nescafé Smoovlatte, a bottled coffee brand, partnered with virtual idol Luo Tianyi to grow sales and brand love among a youth audience in China.

Nescafé: Break Out of the Outbreak

Case Study • Nicholas Short, Shekhar Khanna, WARC Media Awards, Entrant, Best Use of Data, 2020

A multi-platform campaign saw instant coffee brand Nescafe resonate with consumers and drive e-commerce sales in China.

Pure Leaf: No is Beautiful

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Pure Leaf, a tea brand, increased sales and reduced the pressure to strive for perfection and say 'Yes' to everything with its campaign No Is Beautiful.

TWG Tea beefs up omnichannel brand experience with online storefront expansion

News • 02 September 2020

Singaporean luxury tea brand TWG Tea is launching more than 20 new official online stores on third-party marketplaces in new and emerging markets across APAC, North America and Europe on platforms such as Zalora, Amazon and Lazada.

OldTown White Coffee: Anything is Pause-able with OldTown White Coffee

Case Study • Galen Lau, Su Ling Chan, WARC Prize for Asian Strategy, Entrant, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

Lipton: Every Time is Creativi-Tea Time

Case Study • Phuong Nguyen Dieu, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Tea brand Lipton employed a data-driven targeting strategy, based on time of day, to drive awareness and penetration in Vietnam during the summer.

Tata Tea Premium: National leader evolves into a local favourite

Case Study • Team MullenLowe Lintas Group, WARC Prize for Asian Strategy, Entrant, 2020

Tata Tea Premium, a leading Indian tea brand, brewed up a hyper-localisation strategy to reclaim the hearts and cups of locals.

Nescafé: Break Out of the Outbreak

Case Study • Nicholas Short, Shekhar Khanna, WARC Prize for Asian Strategy, Entrant, 2020

A multi-platform campaign saw instant coffee brand Nescafe resonate with consumers and drive e-commerce sales in China.

Tapal: Uniting the nation on World Tea Day

Case Study • Ahmer Parvez, Aqsa Mirza, WARC Prize for Asian Strategy, Entrant, 2020

Tea brand Tapal crafted a multichannel celebratory campaign to boost national awareness and build association among consumers in Pakistan.

Nescafé: Creating A New Rite of Passage for Indian Teens

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

Instant coffee brand Nescafe drove growth in India with a multichannel campaign that positioned it as 'rocket fuel' to develop a coffee-drinking habit among late-teen college-starters.

Nescafé: University Pride Season 2

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020

Instant coffee brand Nescafé 3in1 went back to college to grow popularity in Egypt and narrow the sales gap with the competition.

Heath & Heather: Health and happiness in a teacup

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2020

Heath & Heather, a tea brand, grew market share and sales in the UK by launching new packaging that featured botanical imagery and colour-coded themes to promote the natural Britishness of the brand.

SariWangi: Let's Talk

Case Study • Sumeet Parab, Apoorva Sheety, Fajar Adithya, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

SariWangi the tea bag brand used their Let's Talk campaign to create real conversations on social channels around respect for diversity during the 2019 presidential election in Indonesia.

OldTown White Coffee: Anything is Pause-able

Case Study • Su Ling Chan, Galen Lau, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

The evolution of Yorkshire Tea’s media strategy

News • 09 April 2020

Over the past decade, Yorkshire Tea has grown from a regional brand to become the UK’s number one tea, and while an entertaining creative strategy has been important in that, so too has been its media strategy which has had to evolve as it has become

How Yorkshire Tea became the UK’s favourite brew

Article • Brian Carruthers, Event Reports, Thinkbox, March 2020

Over the past ten years, Yorkshire Tea has grown from a regional brand to become the number one tea brand in the UK.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Mountain Dew Kickstart comes alive

Case Study • AME Awards, Gold, 2016

This case study details Mountain Dew's campaign to launch Kickstart, a caffeine-infused interpretation of their product, in the US by positioning the brand as a "pre-game drink".
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
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
Coca-Cola’s three-stage model for responding to COVID-19

Article • Stephen Whiteside, WARC Exclusive, May 2020

Coca-Cola, the soft drinks manufacturer, has mapped out a three-phase strategy as it responds to the COVID-19 crisis.
What's working in hot drinks

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the hot drinks category.