Humour & jokes

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DB Export Gold Low Carb redefines the romantic ballad

Article • Anna Hamill, WARC Exclusive, April 2021

DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

Zespri Kiwifruit: Zespri brand relaunch campaign

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

Zespri, a kiwifruit exporter, launched a campaign in Japan to encourage consumers to enjoy living a healthy lifestyle easily by eating kiwifruit.

Philippines Airlines: Ultimate Travel Feels

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

Philippine Airlines (PAL), an airline brand, increased sales and web visits in the Philippines by launching a series of ultimate social experiences targeted at millennials.

Samsung: #SubtlySponsoredPost – How Samsung overtook Apple in a-not-so subtle way.

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

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

Kit Kat: KitKat4takjil

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

KitKat, a confectionery brand, inspired people in Indonesia with cooking ideas using KitKat bars to bring a little joy to the otherwise gloomy Ramadan during the COVID-19 pandemic.

Rexona: The Rexona “Chamba” dance challenge

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

Rexona, a deodorant and antiperspirant brand, increased brand growth in the Philippines by launching the Rexona Chamba dance challenge with influencers to encourage young people to use deodorant every day.

Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods

Case Study • SABRE Awards, IN2, North America, Best in Brand Narratives, 2021

Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.

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.

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.

Yellowbrick: How Bospar Helped Yellowbrick Clap Back!

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Yellowbrick Data, a database company, launched a comeback campaign on LinkedIn after IBM targeted them in one of its posts.

Agree to Disagree: Jif Settles the Jif vs. Gif Debate

Case Study • SABRE Awards, IN2, North America, Best Meme/Viral Campaign, 2021

Jif, a peanut butter brand, collaborated with GIPHY to enter the debate on the proper pronunciation of the word GIF with its #JIFvsGIF campaign.

Coors Light: America Could Use a Beer

Case Study • SABRE Awards, IN2, North America, Best in Real-time Engagement, 2021

Coors Light, a beer brand, sought to quench the USA's thirst for beer during the COVID-19 lockdown with its campaign America Could Use a Beer.

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.

Coors Light: Suckers for Brew

Case Study • SABRE Awards, IN2, North America, Best Influencer Programs and Endorsements (Paid), 2021

Coors Light, a beer brand, partnered with the Jonas Brothers to launch limited edition bottles of beer brewed personally by then to leverage the band's organic love for Coors Light.

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.

Subway: Beyond Meatball

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2021

Subway, a restaurant chain, launched its Beyond Meatball sub in Canada and targeted a female, millennial audience with a video campaign highlighting the care that goes into producing the plant-based product.

Mucinex: Beat the Zombie Funk with Mucinex

Case Study • SABRE Awards, IN2, North America, Best Earned Media with Influencers and Communities, 2021

Mucinex, the cold and flu medicine brand, launched a pop-up event and series on TikTok to promote its new Nightshift medicine among younger consumers.

How - and why - to be funny

News • 12 February 2021

Marketers should not shy away from the power of humour, even in challenging times, says a new report from BMB.

During the 2021 Super Bowl, the ad game was played in Never Never Land

Opinion • Cathy Taylor, February 2021

Your personal feelings about Tom Brady aside, typically nothing unites Americans quite like one football game on a Sunday evening in February. For all rights and purposes, Super Bowl Sunday should be a national holiday – albeit one that starts during the pre-game at 6:00pm and drifts, hungover, into the next morning.

How to be funny: A practical guide for brands from the most human agency

Article • BMB, Research on WARC, February, 2021

Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?

KitKat: KitKat4Takjil Ramadan

Case Study • MMA Smarties, Gold, Indonesia, 2020

KitKat, a confectionary brand, leveraged Instagram and YouTube to drive awareness and interested in KitKat during Ramadan in Indonesia.

Procter & Gamble: Rejoice Teman Perjalanan Hijrahmu

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Rejoice, a shampoo brand owned by P&G, targeted hijab-wearing women in Indonesia with its hijab shampoo and positioned itself as a brand that understands their daily struggles.

Head & Shoulders: #MoveonBro

Case Study • MMA Smarties, Gold, Indonesia, 2020

Head & Shoulders, a shampoo brand, used blooper videos in its campaign Say it Proudly to encourage consumers in Indonesia to overcome their insecurities about pronouncing the brand's name.

Pets at Home: Very Important Pets Club

Case Study • DMA (UK), Bronze, 2020

Pets at Home, a pet supplies retailer, increased awareness and uptake of its VIP app by relaunching with personalised communications to offer education and humour.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
Is it too soon to be funny? What consumers want from social media during COVID-19

Article • Geoffrey Precourt, WARC Exclusive, April 2020

Research by Shareablee, the social-media intelligence provider, has shown that brands can inject humor into their marketing efforts, but must do so with a suitable degree of caution due to the sensitive climate relating to COVID-19.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.