Brand & product launches

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MPWR: PWR Takeover

Case Study • MMA Smarties, Indonesia, Silver, 2021

MPWR, the digital telco brand, generated mass awareness and gained followers for the brand in Indonesia.

Pantene: Sound of Rambut Maksimal

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pantene, the hair care product brand, launched new packaging on its product in Indonesia.

Burger King: Hijacking BTS X McD collaboration!

Case Study • MMA Smarties, APAC, Bronze, 2021

Burger King, a fast food chain, hijacked a McDonald's campaign in Indonesia to promote its new meal.

Ford: An everest adventure with AI

Case Study • MMA Smarties, APAC, Gold, 2021

Ford, a car brand, launched a campaign in Vietnam to make the Ford Everest the top SUV in the country.

Heineken: Sleek music in a can

Case Study • MMA Smarties, APAC, Gold, 2021

Heineken, a beer brand, launched the Music in a Can campaign in Vietnam to promote its 'Sleek' cans.

Depositions.com Mobile App

Case Study • MMA Smarties, Silver, X (Global), 2021

Starmark, a marketing brand, launched a campaign in Florida to drive awareness of a new app that offered greater productivity and flexibility to attorneys and legal assistants.

Churchill Insurance: A rather cool reinvention

Case Study • MRS Awards Papers, Finalist, Creative Development Research, 2021

Churchill, a leading provider of general insurance, launched a campaign in the UK to deliver substance through emotion, disrupt category norms and use Churchie as a symbol of reinvention.

TSB Bank: It’s not whether you get knocked down, it’s whether you get back up – how customer insight heralded a new era for TSB

Case Study • MRS Awards Papers, Finalist, Financial Services Research, 2021

TSB, a bank, conducted a research programme in Britain to realign its business and brand around customer needs by rebuilding brand reputation scores, return non-customer sentiment to pre-migration rates and restore PCA trading to growth.

A global hit: How the world became Supara’s market

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

At FUTR Asia 2021, Supara Group’s George Hartel shared how the family-run business was able to transform and expand beyond its home base of Thailand during the COVID-19 pandemic.

Ann Summers: My VIV

Case Study • Lorna White, Katy Harkness, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

Ann Summers, a sex toy and lingerie retailer, launched My ViV in the United Kingdom to help a wide range of women regain their sexual confidence.

Lincoln: Lighting up Guangzhou

Case Study • Nicholas Short, Steven Shen, WARC Media Awards, Bronze, Effective Use of Tech, 2021

Auto brand Lincoln harnessed two innovative technologies to ensure the eyes and attention of China's affluent were completely focused on the launch of its new Nautilus model in an extremely cluttered category.

TUNA SCOPE and AI TUNA: TUNA SCOPE 2020

Case Study • AME Awards, Gold, 2021

Tuna Scope, an AI system, launched its AI tuna app in Japan and China to discern tuna quality using deep machine learning.

Mother Raw

Case Study • AME Awards, Bronze, 2021

Mother Raw, an organic food brand, launched a campaign in Canada and the US to evolve the brand in order to reflect both its quality and ambitions to become a larger player in the world of raw, plant-based food.

BankSA: How one letter changed the game

Case Study • AME Awards, Silver, 2021

BankSA, a financial services brand, made a public declaration of commitment to South Australia by changing its name to BackSA.

Midol: M-Powered

Case Study • AME Awards, Bronze, 2021

Midol, a menstrual pain brand, launched a campaign in the US to increase sales growth and persuade women that period symptoms were more than just pain and deserved more than a general pain reliever.

The Ice Cream Shop: Fantasy fleet

Case Study • AME Awards, Silver, 2021

The Ice Cream Shop, an ice cream brand, launched a campaign in the US to increase sales and introduce ice cream delivery.

Persil: Real change

Case Study • Sandy Doran, Jane Dorsett, WARC Media Awards, Bronze, Effective Channel Integration, 2021

Laundry detergent, Persil, positively impacted its brand purpose credentials with the Real Change campaign in the UK.

Castrol POWER1: The ultimate launch

Case Study • Dai Vo, Kirsty Toomer, WARC Media Awards, Silver, Effective Channel Integration, 2021

Motor oil brand, Castrol, targeted Gen Z's passion points of esports and rap music to triple its market share with the launch of its POWER1 ULTIMATE product in Vietnam.

Allianz Life Insurance: Diabetes-driven workaround

Case Study • Tom Lehmann, Lukas Brocks, WARC Media Awards, Bronze, Best Use of Data, 2021

Financial services company Allianz combined data into a diabetes-driven workaround to target diabetics in Germany with a new life insurance product, while remaining GDPR-compliant.

Redoxon: Healthy treat with a tasty twist

Case Study • Mei Ann Ng, Dibendu Moulick, Thoa Tran Kim, WARC Media Awards, Silver, Effective Channel Integration, 2021

Vitamin supplement, Redoxon, went from category new entrant to number one selling brand by aligning a key product attribute with an emerging consumer habit in Vietnam.

How TUI survived the pandemic and emerged with a new brand look

Article • Brian Carruthers, Event Reports, Marketing Society Changemakers Conference, November 2021

After coping with the difficulties of lockdowns, travel brand TUI has relaunched with a fresh brand identity for the post-pandemic world.

Sustainability: Lessons from Ørsted’s transformation from fossil fuels to renewables

Article • Sam Peña-Taylor, Event Reports, Ad Net Zero Global Summit, November 2021

Danish energy giant Ørsted, formerly DONG Energy, transformed itself from a builder and operator of coal-fired power stations to a renewable energy business, using its weight to stimulate a young market and adapting its brand to its new mission.

Mercado Libre: Elbow to elbow

Case Study • WARC Cases, November 2021

Mercado Libre, a Latin American marketplace, increased donations for food banks and highlighted the importance of social distancing during the COVID-19 pandemic across LATAM by changing its iconic logo from a handshake to an elbow bump.

Home Builders Federation: HBF Takes on the Industry with Mullets, Quokkas and Bonnie Tyler

Case Study • Effies (North America), Australian Effies, Bronze, 2021

HBF, the private health insurer, entered a new category in Australia and earned commercial success.

Wong Lo Kat: How to position an old brand as new

Opinion • Sarah Jia, November 2021

Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022, launching soon. Click here to register your interest .

How to launch a new brand

Article • Nick Kendall, WARC Best Practice, May 2017

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
What we know about brand launches

Article • WARC Best Practice, May 2021

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
What we know about New Product Development (NPD)

Article • WARC Best Practice, May 2021

This paper explains the concept of New Product Development (NPD) – the process of bringing a new product to market – and how to ensure its success.
What we know about brand relaunches

Article • WARC Best Practice, September 2021

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.
Sustainability, Veganuary and more: new trends in plant-based foods

Article • Danielle Jackson, WARC Exclusive, March, 2021

With sustainability and health now major consumer food trends, more shoppers are buying plant-based foods as part of a ‘flexitarian’ or vegan diet.
Three principles for successful new product launches

Article • Michael Scantlebury, WARC Exclusive, April 2020

Most new product (NPD) launches fail, but three key principles can help ensure a new innovation connects with consumers.