Despite the economic downturn and the expectation to decrease spending, Macy's looked to keep cheer and holiday spirit alive during the Christmas 2008 period. A television campaign, online banner ads, ...

Travel advertising is dominated by promises of certainty. It was determined what made Ireland special were those moments in a holiday that were least expected. A promise of certainty can only be measu ...

As a leading house brand, Nestle's Aero hasn't been able to compete against Cadbury's Dairy Milk nor Masterfood's Galaxy. People often have up to nine different chocolate bars that the alternate betwe ...

In order to be heard before other brands, Frigor decided to be the brand that celebrates the impending arrival of summer. This led to the creation of the concept of lifeguards migrating to Argentina f ...

From 2006 the total Cava market began to decline for the first time. Freixenet's volume growth was to be challenged so in a move to grow value rather than volume the price of Freixenet was increased b ...

Young Brazilians make up Coca-Cola's largest consumer base and have the greatest influence on the brand image. It is important to stay connected to this group and music plays a large part. Sponsoring ...

In Brazil, Ford required a new approach to their retail campaign. This involved increasing the desirability of and raising attention to the Ford brand, while suggesting that a deal was an opportunity ...

Younger consumers saw Rolex as an older status symbol and not a contemporary icon of achievement. Rolex needed to build its relevance amongst a new generation of affluent consumers. This was approache ...

A long-standing green shoe brand, Simple's success was threatened by the green consumer revolution as other brands jumped on the bandwagon and made Simple one of many. It needed to articulate why it c ...

Royal Caribbean was a challenger brand that became the leader and looked for a new advertising campaign to reflect the position. In order to grow, it was decided that a new brand idea was needed. This ...

A “Creativity in the Age of Social Media” Webinar presentation to the American Association of Advertising Agencies (4A’s) by Edward Boches, chief creative officer/chief social media officer for Boston ...

The classic line, "A diamond is forever", was losing its impact through familiarity. In the face of a worsening economic climate leading to less expensive gifts being purchased, a new medium ...

Christmas 2008 was like no other for luxury marketers and there seemed no good way to broach the subject of buying a diamond in a recession. Instead communications would be to protect romance and fant ...

The findings of a new consumer study reporting that online reviews and word-of-mouth have more influence than advertising form the theme of this article from Tummler, Warc’s fortnightly columnist. He ...

Extra, the chewing gum brand, was launched in Australia in 1987, and had long been the category leader. By 2006, however, it was coming under increasing pressure, as its focus on rational, dental cred

This paper shows how Goodman Fielder managed to engage Australian teenagers with something as mundane as white bread, while also giving parents a strong reason to switch brands. Wonder, the bread bran

Kimberly-Clark wanted to increase usage of Viva paper towels, moving the brand beyond being a product simply for mopping up spills, to one that could help with active cleaning. Research revealed it wo

Mother, owned by Coca-Cola, is a rare example of a brand that has failed, and then successfully been re-introduced. The 100% natural energy drink was first launched in Australia at the beginning of 20

For 50 years, ABC had offered Australian TV consumers commercial-free television, something that many viewers valued highly. In 2008, the network was planning to launch The Gruen Transfer, a series al

This article details how Bayer Schering Pharma connected doctors with testosterone deficient patients, educating them about an insidious male condition, which is extremely difficult to detect as its s

The Commonwealth Bank launched their Debit MasterCard in October 2008 - a mature, parity product competitors had been offering for years. Aimed at a savvy (and skeptical) audience of 18-39 year-olds,

International visitation to Australia had stagnated, so to increase awareness of Queensland's 'Islands of the Great Barrier Reef, a reason was created for people all over the world to engage with the

Berlei went on a mission to 'uplift' the women of Australia by getting them in the right sized bra. The distinctive bra fitting bus, supported by its own local area marketing campaign, travelled down

In 2007 South East Queensland (SEQ) was in the worst drought on record; regional water stores were at record lows and declining, despite residential water restrictions. The Queensland Water Commission

Asset finance is the backbone of Australian enterprise. The ability to borrow funds to expand industry is absolutely essential to keep the nation on the move. In a contracting market, Commonwealth Ban

What do you do when 90% of Australian households refuse to try your category? This was the task facing Nestea in the ready-to-drink Iced Tea category. The barrier to consumption was taste - the belief

High cholesterol affects up to 50% of the adult population in Australia, but few of them are aware they have the condition. Pfizer Australia wanted to persuade the Australian population that having a

Young Aussie blokes - particularly P-platers (provisional drivers) - love speeding. They love it to death. Up until 2006 the youth speeding toll was climbing, and the NSW Roads & Traffic Authority's (

Loyalty to Western Union was low, despite the size of its network and its fast and reliable service - competitors were generally of equal cost or cheaper and customers were prepared to allow extra tim