Brand & product launches

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Churchill Insurance: Little Chapters of Chill

Case Study • DMA (UK), Gold, 2020

Churchill Insurance, an insurance company, targeted younger family audiences with a mindfulness podcast, that was listened to over 54,000 times and was used as a mindfulness resource by the NHS.

Tommee Tippee: Nipplevision

Case Study • DMA (UK), Gold, 2020

Tommee Tippee, a feeding bottle and childcare brand, launched its campaign Nipplevision: a baby bottle campaign that showed parents what they could do rather than telling them what they should do.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

Finding the 80% of rotten apples in your innovation pipeline: How AI-based semantic analytics brought the breakthrough in early-stage product testing

Research Paper • Alexander Falser, Lukas Waidelich, Marco Walter, ESOMAR Conference papers, Insights Festival, 2020

German coffee chain Tchibo used semantic analytics to manage product testing of its weekly changing range of non-coffee products.

Molenberg: Level the playing field

Case Study • Sian Kitchen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Premium bread brand Molenberg turned to sponsorship to raise awareness and increase sales in New Zealand, while simultaneously championing gender equality.

Dawn Foods: The voice of the customer

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Dawn Foods, a bakery manufacturer and ingredients supplier, created an international online community to gain key customer insights.

Unilever: Geo-tracking – can you predict trends before they occur?

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Unilever, a consumer goods company, built an analytics-powered trend engine that used geo-tracking to trace how trends move across the market to give it the edge on launching new, innovative products in India.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

Audi: e-tron Has Landed

Case Study • Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Car manufacturer Audi used AR technology and Yahoo! TV to showcase the Audi e-tron, its first pure electric car in Taiwan.

Trade Me: A New Zealand First – Live from Trade Me's news desk

Case Study • Annabelle Wilkinson, Penelope Brown, WARC Media Awards, Bronze, Effective Use of Tech, 2020

New Zealand e-commerce brand Trade Me developed a revolutionary technology that empowered it to update its multiple advertising messages in real time, using its own live data without using a creative agency.

Computing the crystal ball: Can you predict trends before they occur?

Research Paper • Barnava Nandi, Chandan Agarwal and Ritika Sinha, ESOMAR Conference papers, APAC, 2020

Hindustan Unilever, an Indian consumer goods company, inspected multiple data sources to gain insights into current market trends to enable it to act ahead of the market across multiple sectors.

Unilever’s €1bn plant-based target points at coming arms race

News • 19 November 2020

FMCG giant Unilever plans to grow its plant-based segment to €1bn within five to seven years, according to reports.

Clean, green and affordable: Striking a balance between sustainability, hygiene and value in packaging

Article • Ian Payne and Greg Clayton, WARC Webinars, November 2020

This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.

TENA: Too much?

Case Study • Laura Hazell, Beatrice Farmelo, Rob Sellars, Ben West, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Feminine incontinence products brand TENA ran a multi-channel campaign in the United Kingdom and France to improve its image by breaking taboos around related to women's health and ageing.

Retention is back on the menu at Birds Eye

Opinion • Brian Carruthers, November 2020

A surge of consumers returned to the frozen foods category during lockdown. Steve Axe of Nomad Foods says customer retention is more important right now than customer acquisition.

Revolt: Improving Access to Electric Mobility & Democratizing Technology and Mobility

Case Study • SABRE Awards, Gold, South Asia, 2020

Revolt Intellicorp, an electric motorcycle brand, democratized mobility with an affordable, sustainable solution in India.

Bendigo Bank: Better Big Bank

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Bendigo Bank, a retail banking company, improved brand salience in Australia by launching a series of TV spots, video and digital display ads as the results from the Royal Commission into Misconduct of the banking industry were set to be announced.

Gatorade Zero: Keep Moving

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Gatorade, a sports-themed food and beverage brand, launched its Keep Moving campaign in the USA to promote its Gatorade Zero product launch to athletes over the age of 25.

Wahaha targets China’s health boom, livestreaming and Gen Z’s ‘tribes’

Opinion • Jenny Chan 陈詠欣, November 2020

Hangzhou Wahaha Group is a brand leader in China’s food and beverage industry. Cheng Gong, Deputy Director of Branding and Public Relations, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about China's health wave and reflecting how Wahaha (which means “laughing children” in Chinese) is catering to the changing habits of younger consumers while maintaining brand growth.

The Broken Dagger: The Speak-Easy Bar Inspired by The Gods

Case Study • SABRE Awards, APAC In2, 2020

The Orangeblowfish, a creative agency, transformed a convenience store into The Broken Dagger: an exclusive, intimate bar, full of divine mystique, on behalf of Shanghai mixologist Geo Valdivieso in China.

Grab: Grab for Good

Case Study • SABRE Awards, APAC, Superior Achievement in Reputation Management, Diamond, 2020

Grab, a ride-hailing company, aimed to improve the quality of life for 640 million people in Southeast Asia with its campaign Grab for Good by creating income opportunities, driving financial inclusion and improving access to services.

Singapore Retailers Association: GSS - Experience Singapore

Case Study • SABRE Awards, APAC, Retailers, Gold, 2020

The Great Singapore Sale (GSS), Singapore's longest running sale, launched a rebranding to encourage more shoppers to visit its event through pre-launch events and tailored publication pitches.

Novetex Textiles: The Billie System - Upcycling for a sustainable future

Case Study • SABRE Awards, APAC In2, 2020

Novetex, a textiles brand, launched an innovative upcycling factory called The Billie System in Hong Kong with its campaign The Billie System: Upcycling for a Sustainable Future.

IKEA: #SWEXICO

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

IKEA, a furniture and home accessories retailer, launched its first store in Mexico by creating a digital experience that showed Mexicans the similarities between Mexico and Sweden.

UN Global Compact: The Pact that Got Mexico Talking About the 2030 Agenda

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

UN Global Compact, a non-profit, non-binding United Nations pact, promoted its efforts among key leaders and institutions in Mexico by launching a series of events and an agreement pact.

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.
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.
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.
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.
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.
Pivoting to e-commerce during COVID-19: Five tips for success

Article • Saradha Sethuraman, WARC Exclusive, April 2020

Many brands – small and large – are pivoting to e-commerce during COVID-19, but brands need to take five key steps to avoid failure.