Advertising best practice, evidence and insights

Carbon labelling can be a sustainability gamechanger

Opinion • Helen Brain and Pauline Robson, October 2021

Climate change is the context against which everything marketers do must be judged – and carbon labelling will be the next step for brands, say Helen Brain and Pauline Robson of MediaCom.

Westlife Development: Eat equal

Case Study • SABRE Awards, APAC, Gold, 2021

McDonald's, a fast-food brand, launched a new type of packaging to people with movement disabilities to enjoy burgers.

Helping Ballantine's find its soul

Case Study • APG (UK), Entrant, 2021

Ballantine's, a scotch whisky brand, launched a worldwide campaign to drive growth and contribute towards becoming a top 10 global spirit brand by 2025.

Lion Cereal, CPW: Smells like teen spirit - How Lion Cereal turned teenage anger into brand affection

Case Study • APG (UK), Bronze, 2021

Lion Cereal, a breakfast cereal brand, launched a campaign in Europe to get more 16–24-year-olds eating the brand's cereal.

Co-op Honest Value: Own-label is branding too

Case Study • APG (UK), Entrant, 2021

Co-op, a food retail brand, launched a campaign in the UK to improve its price perceptions and advertise its own-label value range that was 20-50% cheaper than the next range up.

Public Mobile: How "we" beat "me"

Case Study • APG (UK), Entrant, 2021

Public Mobile, a telecommunications company, launched a campaign in Canada to improve audience perception, increase share growth and build a more positive community model.

Degree: Degree inclusive

Case Study • Jay Chiat Awards, Silver, Product/Service Creation Strategy, 2021

Degree, a deodorant brand, introduced the world's first inclusive deodorant for people with upper limb disabilities and visual impairment in the US.

Houston White: Branding

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Houston White, a Black barber and designer, transformed his company from a barbershop that sells apparel into a brand that fosters cultural exploration through style.

Dove: Dove's First Refillable Deodorant

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Dove, a personal care brand, tackled plastic waste in the USA by introducing its first refillable deodorant.

Molson Coors: Make it Canadian

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Molson Coors, a beer brand, launched a campaign in Canada with the goals of bringing collective pride back to the beer loving nation and stealing market share away from Budweiser.

NASA: Launch America SpaceX demo-2 & crew-1 campaign

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, NASA, a government agency, launched a media campaign to create a groundswell of enthusiasm for space exploration through positive media engagements, thus ensuring uninterrupted support of signature NASA programs.

Bud Light: BL6 gaming console

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Bud Light, a beer brand, launched a campaign in the US to raise purchase intent and brand preference with LDA beer-drinking gamers between the ages of 25-34.

NY Lottery: The New York series state of art

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

During the pandemic, the New York Lottery, a state-operated lottery brand who help fund education, created a limited-edition game called The New York Series, to improve the rapidly declining sales.

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

March for Our Lives: Price on our lives

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

March For Our Lives, the student-led demonstration fighting gun laws in the US, used a price tag to demonstrate how the government values money more than student lives.

Interval House: Freedom Tampons

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Interval House, a shelter for abused women and children, reached vulnerable women in Canada without their abuser's knowledge by putting key information on tampons.

The Female Company: The Tampon Book - A book against tax discrimination

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

The Female Company, an organic period products brand, changed German law through evading higher rates of taxes with tampons by selling them in the form of books.

Ab Inbev/Guarana Antarctica: She Can

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Guaraná Antarctica, a soft drink brand, sponsored the Brazilian Women's Football Championship and raised money for women's football academies in Brazil.

How to align sustainability, e-commerce and great user experiences

Article • Lauren Furmidge, WARC Exclusive, August 2021

There’s a general misconception that the massive growth in e-commerce comes with no real cost to the environment.

Unpacking creative effectiveness' best kept secret

Article • Julieta Loaiza, Jose Gorbea and Amy Rodgers, WARC Webinars, July 2021

Analysing the effectiveness potential of digital packaging as lead media and within the media mix.

The power of digital packaging

Opinion • Jose Gorbea, July 2021

As the debate around sustainability becomes ever more urgent, packaging is one area where brands can make a big difference, says Jose Gorbea of HP Graphic Arts.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Burger King: The Doppelganger

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Gold, 2021

QSR brand Burger King called on a cast of celebrity doppelgangers to launch its repackaged value items and increase sales in Saudi Arabia.

Nescafé: New packaging

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Nescafé, the coffee brand, updated its packaging in the United Arab Emirates whilst reassuring customers that there would not be a change in taste.

Tesco Bank: Customer Service Transformation

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2021

Tesco Bank, a financial services brand, redesigned customer services by using design thinking in the UK.