Target groups: Men

 

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

Van Gils was a strong formal menswear brand of the 1980s, but has since fallen into decline. In an effort to reverse this trend, a word of mouth campaign was developed based around the core theme that ...

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to educatio ...

Over the last 20 years, the number of TV channels in the UK has increased dramatically, particularly since digital television has entered the mainstream. UKTVG2 was one of a large number of what could ...

Johnnie Walker has an almost unparalleled global reach, but - in spite of its title as 'The world's most popular whisky' - had also hit a sales decline, with its market share beginning to fall. The 'K ...

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

The Nissan Qashqai marked an attempt by the auto manufacturer to revive its declining business and to add some clarity to its weakening brand. The launch campaign for the Qashqai - a combination of a ...

In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...

The Chemistry.com dating website aimed to be a differentiated service from the major players in the website, match.com (which founded the category based on its subscribe and search model) and eHarmony ...

The US pizza category was witnessing flat to negative growth rates, largely because the proliferation of price promotions had commoditized the tactic and reduced consumer response levels. Domino's new ...

The Southern Nevada Water Authority (SNWA) is a cooperative agency that was formed in 1991 to address the desert region's unique water needs. For years, it has been telling residents to conserve water ...

The full size pickup sector is one of the highest volume segments in the Hispanic market. It is also traditionally dominated by domestic brands. As such, while Toyota leads the Hispanic market in term ...

Toyota's 'The Truck That's Changing It All' campaign aimed to establish the redesigned 2007 Toyota Tundra as the pick-up truck of choice among American truckers. It also aimed to give 'True Truckers' ...

Leading up to opening night, ticket sales for the play Cuttin' Up - based around an African-American barbershop - were well below projections. The Alliance Theatre in Atlanta needed a marketing strate ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This paper discusses the Police Service of Northern Ireland campaign against knife crime. The objectives were to raise awareness and change attitudes through education, a knife amnesty and advertising ...

This Bronze Award-winning paper details the launch campaign for Coca-Cola Zero, a zero-sugar version of the brand targeting a male audience. The mainly media used were TV, posters, online and free new ...

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

Following the introduction of a number of self-tanning products in the female consumer mass market, NIVEA sought to take on the challenge of launching a facial tanning moisturiser in the male face car ...

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campai ...

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a ...

The Diamond Trading Company faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous two years, the media budget was dramatically down, and men were distract ...

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the lat ...

Powerade - the leading sports water in New Zealand - was delivering strong year-on-year growth, but it was aiming to reach its full market potential. In-depth consumer research uncovered an issue that ...

Turning a 45-year-old juice brand - Fresh Up - into one that is accepted by highly fickle 18-24 year olds is a difficult challenge, and one that can backfire very quickly if communications appear to b ...