Advertising best practice, evidence and insights

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

Art supplies brand Crayola grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

Peace Products: Peace Products

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Peace Products created a unique seed brand with the global appeal necessary to turn Colombia's small farmers into profitable entrepreneurs.

Tesco: Unforgettable Bag

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

Supermarket chain, Tesco, greatly reduced single-use plastic bag usage in Malaysia with a behaviour-changing campaign that rewarded customers.

Ayuda Humanitaria Para Venezuela: The good drug trafficking

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Non-profit NGO Fundacion Colibri turned the negativity of Colombian drug-trafficking on its head to ensure the continued flow of humanitarian aid into in Venezuela.

Aguila Beer: The Beer Cap Project

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

Beer brand Aguila changed consumer behaviour and grew brand favourability and affinity scores in Colombia by alerting customers to the dangers of binge drinking through a cap redemption scheme.

Driving marketing effectiveness through digital packaging

Article • WARC Exclusive, May 2021

This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.

What we know about brand identity and image

Article • WARC Best Practice, May 2021

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).

Purolator: Holiday Art Boxes

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

Purlator, a courier company, increased revenue in Canada despite the COVID-19 pandemic with a campaign that focused on creativity and representation.

What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.

What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.

How Avocados From Mexico kept sales strong throughout the pandemic

Article • Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021

As COVID-19 began to spread, Avocados From Mexico faced the challenge of consumers avoiding stores, trying not to touch products, and seeking to contain their expenditure.

How Arby’s transformed one TikTok video into a viral triumph

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Arby’s, the quick-service restaurant chain, scored a viral success on video-sharing app TikTok by seizing on an unusual marketing opportunity.

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.

Conscious consumption's impact on food and nutrition

Article • Euromonitor Strategy Briefings, March 2021

Provides a conscious consumption scope, including impact on ethical claims and company strategies.

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.

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.

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.

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.

Design