Brand & product launches

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Reese's: The best candy bar you’ve never heard of

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

Reese's Take 5 needed to grow awareness to drive sales of its Take 5 bar in the United States so it invested in a Super Bowl ad to launch a humorous campaign.

Old Mutual: Ampd by Old Mutual collaboration & culture

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Financial institution Old Mutual built a cultural hub in South Africa to drive relevance among the young aspiring artists, creatives and professionals it sought to target.

Kraft: You do you

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

Packaged pasta product, Kraft Dinner, reversed its declining fortunes with its You Do You campaign, re-affirming its place in Canadian pop culture.

Master: Kraft Heinz Master Soy Sauce equity campaign

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Kraft Heinz-owned soy sauce brand Master used TikTok and Bilibili to widen the preference gap and grew sales and market share in China by changing its brand proposition from umami expert to champion of women's cooking.

Cadbury: Giving the people their chocolate back

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Confectioner Cadbury grew sales of its core Dairy Milk bar in the UK through a multiplatform campaign that reinvented its brand purpose based on the Quaker principles of its founder.

Maersk: Setting a new course for growth

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Shipping giant Maersk used digital and TV executions to reposition itself as a complete end-to-end logistics and services provider to the C-Suite in Denmark.

Trelleborg: SmartPort

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Global engineering group Trelleborg repositioned itself from equipment manufacturer to smart technology solutions provider with the launch of its SmartPort brand, and drove change in the global marine market.

B Honey: The Purple Hive Project

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Food company Bega Foods Limited launched its B honey brand in Australia with an AI-driven beehive project to educate consumers about the dangers of the Varroa destructor mite.

Ancestry: From relic to treasure

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British genealogy business Ancestry shifted its product focus and media strategy to protect its market-leading position against competitors and consumer apathy.

The hierarchy-of-effects model and prelaunch forecasting

Research Paper • Jonathan Lee and Heungsun Hwang, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 368-385

Pre-release forecasting of the opening box office revenue allows a studio to prepare a more effective marketing campaign and budget allocation.

Diversity Marketing Consortium: Breaking down systemic barriers and helping underrepresented entrepreneurs thrive

Case Study • SABRE Awards, Silver, North America, 2021

SourceCode Communications, a PR agency, supported underrepresented businesses in the US amidst the COVID-19 pandemic by launching the Diversity Marketing Consortium which provides them with marketing services.

Verizon: Full Transparency

Case Study • SABRE Awards, Gold, North America, 2021

Verizon, a telecommunications company, helped stop the spread of fake news online in the US by launching a blockchain record book for newsrooms and media outlets to verify news.

Heinz by Nature: Lockdown Lovebaby Collection

Case Study • SABRE Awards, Gold, North America, 2021

Heinz, a food processing company, reinvented its entire baby food portfolio with a limited-edition clothing line under the new Heinz by Nature brand in Canada.

The Co-op rebrands around purpose and sees revenues soar above £10bn

Article • Sean Hargrave, Event Reports, Festival of Marketing: The Bottom Line, March 2021

Following a 2019 rebrand, The Co-operative Group broke the £10bn revenue barrier for the first time in 2020.

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.

The National Lottery’s feel-good rebrand – from lucky winners to funding good causes

Article • Sean Hargrave, Event Reports, Festival of Marketing: The Bottom Line, March 2021

The National Lottery reversed a four-year decline in public sentiment through a rebrand that focused on the good causes it supports.

Akbank: The Rising of New Generation T

Case Study • MMA Smarties, Gold, EMEA, 2020

Akbank, a banking brand and parental company of electronic money transfer platform Tosla increased app installs for Tosla in Turkey with a mobile campaign that ran across Facebook, YouTube, Twitch and TikTok.

I want fun, funky and fabulous: How Tommy Hilfiger Adaptive created a new fashion segment

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

Fashion brand Tommy Hilfiger spotted a white space in apparel for consumers with disabilities.

World Mobile: World Mobile Launch

Case Study • MMA Smarties, Bronze, Turkey, 2020

World Mobile, a mobile phone network, increased app downloads in Turkey by launching a series of TV ads tailored to different audiences depending on what programme they were watching.

Yapı Kredi: Yandex Navi & Yapı Kredi Media First

Case Study • MMA Smarties, Bronze, Turkey, 2020

Yapi Kredi, a banking brand, increased the number of mobile app downloads by relaunching the brand's existing character Vadaa.

DB Export Gold Low Carb redefines the romantic ballad

Article • Anna Hamill, WARC Exclusive, April 2021

DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.

From Zero to Hero: How Coke taps into behavioural science

Opinion • Andrew Wardlaw, March 2021

Packaging doesn’t only set expectations about a product – it can actually determine how we experience it. Andy Wardlaw applies behavioural theory to an example from Coca-Cola.

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.

First impressions matter: Understanding the power of spontaneous reactions to develop stronger innovations

Article • Research on WARC, March 2021

Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.

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 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.
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.
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.
COVID-19 highlights a role for functional foods in combatting anxiety

Article • Brian Carruthers, WARC Exclusive, June 2020

Discusses the idea that brands will need to engage with a different set of benefit propositions around food and beverages: how they aid wellbeing.