Take a brewery staffed by gorgeous women, a handful of brave lads, several pallets of ice-cold East India Pale Ale (aka Tui) and let the hi-jinks begin. How does a beer brand, notorious for the irreve

Life changing decisions are never made lightly and to motivate two thousand five hundred people to physically act with a view to choosing or changing their career ultimately creating 1000 new employee

A 4% increase over nine years may not seem like the basis of an award winning 'Sustained Success EFFIE entry. But when talking about the difference between 91% and over 95% of the total 18+ population

Cervical screening is one of the most preventable cancers - without effective screening it would claim the lives of a further 250 Kiwi women each year. This campaign was the first ever national cervic

This is the story of a mouse that wrestled marketing control from Australia back into New Zealand hands. The challenge was to grow to be the number one cracker - but with only enough marketing investm

Roche have a drug (called G-CSF) that can improve the survival rates of cancer patients receiving chemotherapy. Unfortunately, while it is available in New Zealand many of our cancer specialists do no

Smiling mums, affectionate kids and soft focus are the norms that spring to mind when it comes to family ice cream advertising. The launch of Goody on a Stick broke two-thirds of those. Goody on a Sti

Every year the NZ Army faces the tough task of recruiting the right number of high quality youth into its ranks, youth whose perceptions of a career in the NZ Army have been shaped by unfavourable ima

New World is at the full-service, premium end of the supermarket spectrum but in 2008 this became the worst place to be. Consumers quickly reacted to the recession, changing their grocery behaviour ov

Desperate to take advantage of the fast-growing mayonnaise category, Heinz developed a new premium product called Seriously Good Mayonnaise, to directly compete with Best Foods who had a 60% market sh

The launch of MYSKY HDi, SKYs second-generation personal video recorder, was a breakthrough for SKY. SKY Television CEO John Fellet summed it up. "Out of everything we have ever done greatest uptake w

The liquid breakfast category had been an impenetrable fortress, owned and barricaded by Sanitariums Up & Go, which had held between a 90% and 100% share since 1998. PRIMO EXTREMO!!! changed that in 2

Dont Mess with Nature showed how an innovative use of creative can bring to life product attributes in a clear and simple way. Speights Summit Lagers launch into the New Zealand market did more than s

2009 saw turbulent times ahead for Air NZ, confronted with two fundamental shifts in market dynamics. With the recession in full swing, the travel market was in crisis. Customers were shopping for che

Eta was facing a revitalised competitor in Bluebird. Now facing the might of new owner Frito- Lay on an aggressive investment drive, they had to act to secure new sources of revenue in the snack marke

The European brands had had the premium market all to themselves, Steinlager Pure let them know in year one that it meant business. Year 2 was always going to be a high pressure year for Pure. The exp

Mizone Rapid needed to strap on its running shoes and get back in the race. Which is exactly what the Leaner and Meaner campaign delivered for the sports drink brand. Within three months the campaign

In 2008, Telecom Retail (Telecom) faced a declining market preference in Auckland. To begin rebuilding preference amongst this market, Telecom realised it had to do something genuine, and good for the

In 2008, the NZ Yellow pages Group had a major image problem. Consumers and advertisers alike were questioning their relevance in the post-Google age. Something major needed to be done to make New Zea

Changing the way people were thinking and feeling towards the brand was the foundation for this campaign. The idea of My Greatest Feat, whereby children walked the length of New Zealand by clocking up

Thanks to a perfect storm of events, NZ entered winter 2008 with hydro lake levels heading towards the emergency zone. Blackouts could be on the agenda, unless the power industry could lower demand an

New Zealand Cricket has never faced such challenging times in terms of attracting punters to venues to watch live international cricket. It's now harder than ever to get your hands on the spectator's

With its XT launch Telecom had to earn their place back in the mobile game - a tall order from a national telco that for years had been falling behind in the mobile market. This would be the first ste

adidas Jersey Swap started life as a simple POS brief - but at a time when people are counting their pennies and interest in the game is dwindling it was recognized that something bigger needed to be

In early 2009, Ford was faced with the proposition of launching a new vehicle, the new Fiesta, which has been globally touted as the product that will "save the [Ford] empire", to a declining market i

Anticipating recessionary DIY cut backs, Dulux early in 2007 considered how they might protect market share, and position the brand for post recession growth. The priority was to lift Duluxs brand pre

Over the past 28 years Westpac and the Rescue Helicopter Service (Choppers) have built a strong, mutually beneficial relationship. In the past five years, the additional efforts of Westpac to drive do

'Vote for Me' was a game changing campaign that took a strategic approach in repositioning the Green Party with mainstream voters to achieve outstanding success in the 2008 election. By focusing on th

Kiwibank opened for business in March 2002 and amassed 400,000 customers in its first few years. However, by 2006 it was ready to ramp up its communications and challenge the status quo with its unash

In this article, Tummler, Warc’s regular columnist, discusses the emergence of "mission-statement marketing". In one example of this trend, Procter & Gamble has started to place a heavy ...