Design

1,309 results found

Sort by

The benefits of using media to surprise and delight

Opinion • Mario Morby, April 2021

Mario Morby discusses how brands including Help for Heroes, Head & Shoulders and wagamama deployed unexpected media touchpoints to increase campaign effectiveness.

Coca-Cola: City Pack

Case Study • WARC Cases, 2020

Coca-Cola, a beverage brand, integrated its brand values in local culture to boost brand preference in Taiwan and convert it into actual sales with its City Pack campaign.

From Zero to Hero: How Coke taps into behavioural science

Opinion • Andrew Wardlaw, March 2021

Packaging doesn’t only set expectations about a product – it can actually determine how we experience it. Andy Wardlaw applies behavioural theory to an example from Coca-Cola.

From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.

Multimodal perceptual processing of cues in food ads: Do you smell what you see? Visual-induced olfactory imagery and its effects on taste perception and food consumption

Research Paper • Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 78-94

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.

Headless commerce: Incremental gains and exponential change

Article • Mudit Jaju, WARC Exclusive, March 2021

Explores the technology requirements for brands wishing to sell via social commerce.

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.

Lallemand Animal Nutrition: Bringing the Lallemand Brands Together - and to Life

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2021

Lallemand Animal Nutrition, a company that produces microbial strains for animal nutrition, created a unifying brand image, with a focus on performance.

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.

The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.

Indomie: #Idontmudik

Case Study • MMA Smarties, Silver, Indonesia, 2020

Indomie, an instant noodle brand, launched its #IDontMudik campaign during the Indonesian festival Lebaran to address the fact that many Indonesians were unable to partake in the tradition of 'mudik' (returning to one's hometown) due to COVID-19.

Circumstance Distillery: Monker's Garkel – the world's first AI gin

Case Study • DMA (UK), Bronze, 2020

Circumstance Distillery, a distillery in the UK, used artificial intelligence (AI) to make decisions on a new combination of botanicals, name and design for a new spirit product.

Coca-Cola: Extend your Tet table; create more meaningful connections this Tet

Case Study • MMA Smarties, Gold, APAC, 2020

Coca-Cola, a carbonated beverage brand, launched its campaign during the festival Tet in Vietnam to encourage people to extend their Tet table to create merrier, more meaningful connections.

Pepsi: Ngõ – embrace The Soul Of North Social Life Culture

Case Study • MMA Smarties, Bronze, APAC, 2020

Pepsi, a carbonated beverage brand, gained market share from Coca-Cola in the north of Vietnam by appealing to local cultural pride and launching a localised pack of Pepsi at a lower price.

Avoiding grocery greenwashing: how to activate sustainability effectively

Article • Callum Saunders, WARC Exclusive, December 2020

With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.

Dawn Foods: The voice of the customer

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Dawn Foods, a bakery manufacturer and ingredients supplier, created an international online community to gain key customer insights.

What we know about packaging

Article • WARC Best Practice, December 2020

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

QQ Star: Night at the Museum

Case Study • Benjamin Condit, Nicholas Short, Ariel Ban, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dairy brand Yili created an augmented reality experience through its packaging, supported by social media content and prize draw to drive sales of its QQ Star Milk drink in China.

The future of retail: Looking back to go forward

Article • Jenn Szekely, WARC Exclusive, November 2020

This article explains how analog approaches such as hand written notes and print catalogs can make the difference to customers in an increasingly e-commerce world.

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.

Sustainability: Doomed if you do, doomed if you don’t. Packaging insights for a 3-way win: consumers, brand and planet

Research Paper • Maitreyee Patki and Jayanth Narasimha, ESOMAR Conference papers, APAC, 2020

Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.

Anecdotal evidence for CX/UX: When listening to small data in India gave a double digit million$ win worldwide to Amazon

Research Paper • Neha Arora and Sonia Pall, ESOMAR Conference papers, APAC, 2020

Amazon, the online retailer, used semi-structured interviews to identify pain points in its customers' experience in India which helped it develop a new UI design, rolled out across all marketplaces.

Clean, green and affordable: Striking a balance between sustainability, hygiene and value in packaging

Article • Ian Payne and Greg Clayton, WARC Webinars, November 2020

This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.

Puck: Making meal-time fun time

Case Study • Anna Sadykova, Tahaab Rais, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

KFC: Join Hands with Your Idol

Case Study • James Ma, Nicholas Short, WARC Media Awards, Entrant, Effective Channel Integration, 2020

K-Coffee, part of the KFC group, used customised cups to launch a new product and re-engage with eSports fans during the Covid-19 lockdown in China.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
What we know about brand identity and image

Article • WARC Best Practice, May 2020

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.