Advertising best practice, evidence and insights

What we know about differentiation and salience

Article • WARC Best Practice, April 2020

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

What we know about creativity and effectiveness

Article • WARC Best Practice, February 2020

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, October 2019

This article provides marketers with information about how to balance long-term and short-term strategies.

What we know about the theories of brand growth

Article • WARC Best Practice, September 2019

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Arçelik: The Arçelik Experience Centre

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Arçelik, a household appliances brand, increased sales in Turkey by redesigning its stores with the Arçelik Experience Centre, allowing customers to fully explore the products it has to offer.

ALKIMI brand creation: Cleaning up the category

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

ALKIMI, a brand of natural home cleaning products, launched its brand in the UK by creating a name and packaging design that reflects the science and nature behind the product.

Albury Vineyard: Wine fit for a queen – How a premium rebrand captivated a nation

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Albury Organic Vineyard, a family-run vineyard, increased sales in the UK by rebranding its packaging to feature local imagery to promote its local produce.

Mother: Vending reinvented

Case Study • Design Business Association, Design Effectiveness Awards, Gold, 2020

Mother, a food and drink vending machine brand, launched its healthy vending machine across the UK with a design that used touchscreen technology to show consumers the nutritional information of their decisions.

Harvey Nichols: When food met fashion

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Harvey Nichols, a luxury department store, increased sales and brand value in the UK by redesigning its packaging to mimic luxury cosmetics with the HN monogram and metallics.

Glasgow Life and Glasgow Sport (Glasgow City Council): I am the goal smashing – Glasgow Club rebrand

Case Study • Design Business Association, Design Effectiveness Awards, Gold, 2020

Glasgow Club, a gym brand, relaunched its brand to gain memberships across Glasgow in Scotland by launching a new colour palette and messaging system that changed perceptions of what a 'council gym' is.

Heath & Heather: Health and happiness in a teacup

Case Study • Design Business Association, 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.

Barnsley Premier Leisure: Your Space

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Barnsley Premier Leisure, a sports and leisure facility, increased memberships in the UK by creating a new brand identity and featuring real people in its imagery to better connect with its target.

Baileys Strawberries & Cream

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Baileys, an alcohol brand, introduced its Strawberries & Cream variant to increase sales during summer in the UK by launching with bright pink packaging featuring strawberries and flowers to showcase it as the perfect summer treat.

TrueStart: Wild for Life

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

TrueStart, a coffee brand, expanded its distribution from sports-focused retailers to on-trade and its own café bar by creating the Wild for Life brand strategy and packaging design in the UK.

The Glengoyne Distillery: Experience nurtured and matured for 10 years

Case Study • Design Business Association, Design Effectiveness Awards, Gold, 2020

The Glengoyne Distillery, a Scottish distillery, launched a 10-year redesign of its distillery, which increased visitors and spend across Scotland.

Diageo: Guinness Hero Harps

Case Study • Design Business Association, Design Effectiveness Awards, Grand Prix, 2020

Guinness, an alcoholic drinks brand produced by Diageo, encouraged people to pick its brand at the bar across the UK, Ireland and Australia by launching a glowing golden harp at the point of sale.

Cottage Delight: Redesign – A celebration of variety and food discovery

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

Cottage Delight, a gourmet food company, increased sales and revenue in the UK by rebranding its packaging with new colours and a bunting design, celebrating culinary discovery.

Dalston's Soda Co.: Soda with Soul – Rebrand

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Dalston's, a soda brand, expanded in the UK by changing its bottle design to cans and developing a new look for each of its six flavours in striking multipacks.

Danerolles: How a fresh dough brand regained strength at home and beyond

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

Danerolles, a fresh dough brand, increased value market share and awareness across Europe by launching new brand packaging with bold colours and a new brand idea that better represented its enthusiasm for food enjoyment.

Jubel: Creating cut through in the craft beer category

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

Jubel, a beer brand, redesigned its brand packaging to represent how the product is cutting through the traditional beer category to increase sales in the UK.

McCormick: Reversing decline in a growing category

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.

Marks & Spencer: How Plant Kitchen has helped plant-based eating go mainstream

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

Marks & Spencer, a supermarket chain, launched its range of plant-based food, Plant Kitchen, in the UK with blue themed packaging that celebrates the power of plants.

Honey I'm Home: dog treats

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

IFFCO, an Indian cooperative brand, launched a pet food brand in the US called Honey I'm Home which used symbols of naturalness and a lovable cartoon dog to connect with pet owners.

Flawsome!: From wonky to wonderful

Case Study • Design Business Association, Design Effectiveness Awards, Gold, 2020

Flawsome, a juice brand, redesigned its packaging and changed its name from Get Wonky in the UK to better promote its products made from flawed fruits and vegetables that would otherwise be wasted.

Honest Crust: Where eating good is doing good

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

Samworth Brothers, a food manufacturing company, rebranded its Deli Bites brand to Honest Crust to reach increasingly health-conscious and environmentalist consumers in the UK.