In 2005 Durex operated in a highly conservative retail environment, with restrictive display and advertising limitations – huge barriers to growth. The world’s leading condom manufacturer, Durex appea ...

Founded in 2005, Tossed is a healthy-eating, foodservice business that opened its first store in Paddington on a shoestring budget. The brief to Honey was for a total strategic brand overhaul includin ...

Boots is a virtually unknown consumer brand in mainland Europe. Where it exists, any awareness of the brand associates it with 'drugstore' health and beauty retail, a far cry from the traditional, spe ...

This paper explains how a beer brand from a Cornish family brewer bucked the trend of closing pubs and falling sales that had hit the industry. Tribute Ale needed to increase its levels of awareness o

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases. In 2007, res

This paper demonstrates the power and effectiveness of advocacy. In 2006, Stanley launched a new product range called Stanley FatMax XL as part of its strategy to win back the affections of profession

For nearly half a century, Simple has defined itself by what it is not - no colour, no perfume. However, as competitors have put increasing emphasis on ingredient led hyperbolic claims, Simple's reduc

This paper explains how Shell formed a partnership with The Marketing Store to create and implement a global promotion to shift attitudes and behaviours of those consumers with no strong preference fo

Faced with a dramatic upsurge in road deaths in Northern Ireland over one weekend in November 2008, this paper shows how a short, sharp communications campaign saved lives. Research had shown in the p

This paper describes the final stage in Pilgrims Choice's journey to regain its number two position in the Cheddar Cheese market, despite strong competition. The brand had been redeveloped (with posit

Northern Ireland has one of the highest ratios of smoke alarm ownership in Europe and yet in fatal house fires, often even if a smoke alarm is fitted, it fails. The challenge was to educate the public

This is the story of how the Make Poverty History campaign became a social movement. In 2005, GCAP wanted to persuade the G8 leaders to make serious long term commitments to help reduce extreme Third

This paper demonstrates how a new approach to radio station promotion was able to change the fortunes of Key 103, a local radio brand whose market share and historical pre-eminence had come under sust

In 2008, Irn-Bru was faced, in a flat market, with nearly saturated distribution and fierce competition. They needed to increase value sales in Scotland by 4 per cent. The strategy was to create a ser

This paper explains how children's food brand, Ella's Kitchen's, was able to advertise exclusively on Nickleodeon without committing to spend upfront by forming a partnership with Viacom Brand Solutio

Atta (flour) is a staple ingredient in Asian meals and even the most basic meal in an Asian household includes chappatis, which are often made using unhealthy white flour. Most South Asian families re

This paper demonstrates how a little known brand called Dextro boldly targeted the energy drinks consumer, despite a budget of only £200,000, 1per cent of the sector spend. Dextro is an energy ta ...

This paper reveals how the California Travel & Tourism Commission, in conjunction with Black Diamond and Feather Brooksbank, increased the visitation to California by UK residents as the economy b ...

This paper demonstrates how a bold change in the creative design approach coupled with a new creative strategy delivered BT.com an improvement in sales conversion rates. When the global recession hit

In 2007, Benecol (a range of cholesterol lowering foods) faced a bleak future in the UK with a decline in market share and its sector also shrinking. This paper shows how by reviewing and changing the

When traditional online tracking measures suggested that online display advertising was not cost efficient or effective, ancestry.co.uk an online genealogy site, faced a communications problem as the

This paper shows how UKTV Documentary and UKTV People were transformed into two exciting new brands, Eden and Blighty, bringing in new viewers and advertising revenue. Faced with factual pay-TV subscr

This paper shows how powerful iconic imagery was used to inject new life into the fragmented and competitive world of taxi insurance. After a period of rapid growth up to 2002, Swinton's taxi division

This case study shows how Slendertone proved advertising's effectiveness to a unique type of investor; venture capitalists, and delivered them sustainable business growth. The brand was faced with the

This paper demonstrates how a limited budget, focussed on effective TV advertising, successfully launched Resolva 24H. The weedkiller market, although mainstream, is a relatively small category in gra

Nutella could be seen as a popular part of the breakfast ritual in many countries, but in the UK the brand faced a problem as many Mums saw it as a chocolate spread and classed it as a treat rather th

This paper shows how a new marketing programme generated significant returns at a time when competitors were concentrating on price. Following the success of Morrisons' brand relaunch in 2007, they ne

This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym

This paper shows how innovative social marketing techniques were used to successfully recruit students to a new business Masters programme at the London Business School. The challenge was to reach a d

Knorr faced a challenge when it launched its new Knorr Stock Pot: communications needed to convince a seemingly happy stock cube user to trade-up to the new product while minimising cannibilisation of