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KLIM: Good night milk powder – their late-night masterpieces

Case Study • YouTube Works for Brands, Taiwan, Media Innovation, 2021

KLIM, an adult milk powder brand, increased brand awareness and online sales in Taiwan by using long and short YouTube ads to position its product as the solution for insomnia.

Nestlé: Bear Brand ImmD

Case Study • YouTube Works for Brands, Thailand, Best Collaboration: Brand and Creator, 2021

Nestlé, a food company, increased awareness and penetration of its Bear Brand ImmD in Thailand by launching a unique song and music video that detailed the product’s benefits.

Maeil Dairies: Selex (Great reversal drama)

Case Study • YouTube Works for Brands, Korea, Best brand launch campaign, 2020

Maeil Dairy, a dairy products brand, promoted its high-protein product Selex in Korea with a film reminiscent of TV drama.

Maeil Dairies: How a lactose intolerant person chugs down a giant latte

Case Study • YouTube Works for Brands, Korea, Best action-driven campaign, 2020

Maeil Dairies, a brand of dairy products, increased awareness in Korea about lactose intolerance and lactose-free milk.

Dutch Mill: Sponsor of mom-and-pop shops

Case Study • YouTube Works for Brands, Thailand, Best Full-Funnel Campaign, 2021

Dutch Mill, a dairy products brand, increased brand awareness and engagement in Thailand by launching a recruitment video on YouTube to encourage participation from mom-and-pop store owners.

Milo: Homecourt

Case Study • Cherrie Mae Serranillo, WARC Awards for Asian Strategy, Shortlisted, 2021

When the COVID crisis threatened to cripple the country, chocolate beverage brand MILO Philippines created a purpose-driven campaign that built an entire sports ecosystem in partnership with the local community.

Graham's: From our family to yours

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Graham's, the Family Dairy, an independent dairy, continued production during the COVID-19 pandemic in the UK and strove to reduce consumers' anxiety.

Oatly: The New Word

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Oatly, a producer of alternative dairy products using oats, created a new Cantonese word for plant-based milk to start a conversation about sustainability in Hong Kong.

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

Danone Max: Energy done right

Case Study • Dina El Dessouky, Yosr Khalifa, Salma Ezz, WARC Prize for MENA Strategy, Entrant, 2021

Dairy brand Danone chose relaunch as its route to growth in Egypt, creating a whole new brand to target the country's youth market.

Coffee Mate: Plant-based rage

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Coffee-Mate, a lactose-free coffee whitener, repositioned itself as a healthy plant-based alternative in Canada.

Danone Max: Energy done right

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Danone, a dairy brand, exploited an opportunity in the drinkable yoghurt category by relaunching a new brand, MAX.

Yili: QQ Star Milk’s Night at the Museum

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

Yili, a milk brand, launched a campaign in China to connect with parents and drive sales of its QQ Star Milk for children.

Yili: Satine's organic hub

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

Yili, a dairy products producer, used an online and offline campaign in China to promote Satine, an organic milk beverage.

CP-Meiji: High protein celebrity-led fitness at home

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

CP-Meiji, a pasteurised milk brand, provided exercise classes in Thailand during the COVID-19 pandemic to drive brand awareness and consideration.

Vitamilk: 55 Provinces

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

Vitamilk, a soy drink brand, launched a campaign in Thailand to increase out-of-home sales.

MILO Philippines: Championing sports in desperate times

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

MILO, a drinks brand, launched a campaign in the Philippines during the Covid-19 lockdown to help children maintain their physical health.

Boost: Stamina Meter – a new currency in town

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

Boost, the milk food drink, tangibly demonstrated its stamina proposition to connect with a previously untapped audience in India.

California Milk Processor Board: 'Glass Half Full News' fueled by 'got milk?'

Case Study • SABRE Awards, Gold, North America, 2021

The California Milk Processor Board (CMPB), a US non-profit marketing board, encouraged consumers to buy milk by launching an episodic internet show.

Bear Brand: #BISABANGET

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

Bear Brand, a sterilised milk drink, launched a campaign that centred on the multiplicity of usage to appeal to younger consumers in Indonesia.

S-26 Procal GOLD: AR Book

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

S-26 Procal GOLD, a brand of growing-up milk, increased sales by launching an interactive augmented reality (AR) colouring book that provided an experience for mums and babies to share, differentiating the brand from competitors.

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.

Friesland Campina: Frisian Flag 123 “Catch to Grow” AR Mobile Campaign

Case Study • MMA Smarties, Silver, Indonesia, 2020

Frisian Flag, a dairy product brand, launched an immersive mobile game in Indonesia to increase brand awareness, drive an uplift in brand consideration and spark brand loyalty.

Milo NutriUp: Launch Raih Lebih Game

Case Study • MMA Smarties, Bronze, Indonesia, 2020

MILO Nutri Up, a brand of milk drink, launched a gamified mobile campaign to market its product to adults and raise brand awareness in Indonesia.

Frisian Flag: Play and Learn with Teman 123

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Frisian Flag, a brand of dairy products, launched a gamified mobile campaign in Indonesia featuring the brand's mascots with the tagline Smart, Tall and Strong to increase brand awareness and engagement and drive an uplift in brand consideration.

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:
What's working in hot drinks

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the hot drinks category.
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.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

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".
Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.