Brand & product launches

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Biometric to optimise customer engagement: How measurement of the no-conscious response facilitates brand relaunch

Research Paper • Francesca Castañeda Fassioli and Andrés Botero Cardona, ESOMAR Conference papers, Latin America, 2020

Belcorp, a manufacturer and distributor of cosmetics and personal care products, and Synapbox, a software company, relaunched Belcorp's Esika brand in Colombia and Peru by carrying out traditional and co-creation research activities to better understand the market before launch.

Havanna Reinvention: How to keep brands relevant in a volatile global context

Research Paper • Alan Aurich, Alejandro Alcedo, Fernando Moiguer, Magdalena Iocco, Lorena Cura, ESOMAR Conference papers, Latin America, 2020

Havanna, a food company, stepped out of its comfort zone to re-think its business model and value proposition while facing new consumer trends and a transformation in the competitive scenario in Argentina.

The evolution of product testing in the new digital world: How mix-methods AI, VR, AR and social media enhance product experience

Research Paper • Dr. Nikolai Reynolds, Anton Netkach and Anna Taranyan, ESOMAR Conference papers, Latin America, 2020

This paper examines how central location tests (CLTs) can be adapted to today's requirements by outlining three case studies in the soft drinks category.

From instant gratification to lasting national pride: The big change that built a more lucrative love for National Trust for Scotland

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

National Trust for Scotland (NTS), a governing body of protected sites, re-positioned its brand as a Scottish charity worth supporting by releasing a series of TV, radio and OOH ads that positioned support for NTS as support for Scotland.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.

Burger King UK: Go Whopper or Go Home

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Burger King, the restaurant chain, reversed declining sales in the UK by launching a series of TV commercials, OOH ads, and in-app and in-store placements that promoted it as the home of the Whopper.

The launch of Refinitiv: Data is just the beginning

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Refinitiv, the international provider of financial markets data and infrastructure, launched a multi-phase plan that leveraged Refinitiv's strength in sustainability data to increase value and ROI in the US.

Gordon's Gin: Legacy brand turned challenger – Doubling the size of a legacy brand by thinking like a challenger

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.

I See Vimto In You: How celebrating a spirit of difference took Vimto to new heights

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vimto, a soft drinks brand, launched a TV ad in the UK that encouraged young consumers not to watch and rewarded those who rebelled with entertaining content to show it aligned with their need to be who they really are.

Volvo: A defiantly human success story

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Vitality: How we made the stagnant world of insurance get active

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vitality, a health insurer, turned the world of Health and Life insurance from one that is only there for you when your health fails, to one that helps maximise health to reduce the need for insurance in the long term in the UK.

Central Coast: Building a big billion dollar tourism brand through 'Little Adventures'

Case Study • IPA (UK), Silver and Best International, IPA Effectiveness Awards, 2020

Tourism Central Coast, a tourism operator for the Central Coast in New South Wales, increased visits to the Coast by launching a series of TVCs that used a snow dome device to show little adventures.

Baileys: From forgotten icon to global treat

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

Brighthouse Financial: Building a new marketing machine

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

Sudocrem: From Sudocrem to super-crem

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

SickKids vs. Conventional fundraising

Case Study • IPA (UK), Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Taking Heineken 0.0 to the parts other beers cannot reach

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Dutch brewing company Heineken became the market leader in non-alcoholic beer with its global campaign Now You Can.

Which?: From kettle reviews to fake news

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Which?, a reviews website, launched a series of creatives that reviewed fake reviews to highlight to UK consumers that it had the facts when the internet was full of fakes.

How we crossed the 'T's, dotted the 'I's and put TUI at the top

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

TUI, a British leisure travel group, launched a campaign in the UK to rebrand from Thomson to TUI with OOH, digital takeovers and TVCs that demonstrated the customer centricity of a TUI holiday.

Translink Glider: Transforming Belfast

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Translink, Northern Ireland's public transport provider, promoted its new Glider transport service in the city of Belfast by creating a Hollywood-style trailer to show consumers it was not just a bendy bus.

For more O in your life: How O2 got back to growth in Germany

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

O2, a telecommunications brand, returned to growth in Germany after years of customer losses by creating a series of ads that featured entertaining content to make consumers go "O!".

L'Oréal Paris: Magic Retouch

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a beauty brand, cut through the hair colour category communication codes to make Magic Retouch, a root concealer, an essential ally in women's lives across Europe.

Kraft Heinz adapts for the ‘next normal’

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.

WW marries technology with meaning

News • 29 September 2020

For all that the pandemic has alarmed consumers and businesses, it has also created new opportunities for brands to build engagement and trust via digital means; for wellness brand WW that has meant accelerating a digital transformation that was alre

What we know about brand relaunches

Article • WARC Best Practice, August 2020

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
What we know about brand launches

Article • WARC Best Practice, April 2020

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.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Keeping it fresh: Being on trend in food and drink

Article • Pippa Bailey, Research on WARC, Ipsos MORI, August, 2019

Discover how five macro trends – digital detox, healthification, discovery and connoisseurship, personalisation and customisation, and premiumisation and indulgence – can be used as inspiration for innovation.
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.