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 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 ...

The smart fortwo aimed to combine appealing design with an affordable price. In 2007, it was reaching the end of the product lifecycle, and was ripe for reinvention. The new model was released in Marc ...

Lenor wanted to drive penetration of the concentrate format up by 15%, and steal share from Comfort, the category leader. Concentrate had two main product points - environmental sustainability and pro ...

McDonald's wanted to increase its local relevance in Germany and Austria, while focusing on food and fun. This formed part of an overall strategy to build local platforms that could drive both brand a ...

In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative. Alongside launching new products to fill gap ...

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 ...

GSK's Corega brand is a denture fixative, allowing users to fix dentures to the gums. Research undertaken by GSK found that while fixatives were used by over 20% of denture wearers in countries like G ...

The Audi R8 was the marque's first entry in the high-end sports car sector. It was a narrow market, dominated by an all-powerful number one: the Porsche 911. A print, TV and online campaign aimed to b ...

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market. Rather than launch a premium brand - as many o ...

For the past 20 years, anti-ageing has been the largest and fastest-growing segment of the beauty market, largely based on the premise of tying youth to beauty. Dove, however, sought to break category ...

Accenture wanted to take ownership of the management consulting, technology services and outsourcing market, where consideration scores are all important. It aimed to target the 'change drivers' in th ...

The mobile phone handset market is one of the most competitive and hardest fought in Europe. Sony Ericsson sought to make inroads in Poland and Russia, both of which were dominated by Nokia. The launc ...