Challenger brands

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RIO Pads: India! Periods are red, not blue

Case Study • Manisha Sain, Devanshi Shah, WARC Awards for Asian Strategy, Shortlisted, 2021

Rio Pads, a sanitary products brand, launched a campaign in India to promote its more absorbent pads and challenge taboos surrounding periods.

ManipalCigna Health Insurance: Health insurance for the healthy

Case Study • Rajesh Sharma, Akhilesh Nath, Arushi Chak, WARC Awards for Asian Strategy, Shortlisted, 2021

Health insurance brand ManipalCigna improved its equity scores, digital engagement and sales through a digital and social campaign that encouraged behavioural change in India.

Oatly: The New Word

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Oatly, a producer of alternative dairy products using oats, created a new Cantonese word for plant-based milk to start a conversation about sustainability in Hong Kong.

Varo: Democratized dollars

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

Varo, a financial services company, launched a campaign in the US after becoming America's first digital bank, targeting low-income earners who had been left behind by traditional banks.

Little Caesars: Big pizza

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

Little Caesar's, a pizza brand, launched the Big Pizza campaign in the US to drive sales and increase brand awareness.

Jawwy: The Fairness Show

Case Study • Mario Morby, WARC Prize for MENA Strategy, Entrant, 2021

Mobile telco brand Jawwy focused on fairness to increase brand equity and grow sales in the cluttered Saudi telecom category.

WaterWipes: Early Days Club

Case Study • SABRE Awards, EMEA, Gold, 2021

Waterwipes, a brand of baby wipe, launched the Early Days Club to support new parents in the UK and Ireland during the COVID-19 lockdown.

Embracing the underdog: The Australian challenger brands disrupting their categories

Article • Josie Tutty, WARC Exclusive, July 2021

Challenger brands are not necessarily small or niche but can be any brand that is ready to disrupt by bringing something new to a category.

Goya: Empowering a new generation of real-life chefs

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

GOYA, a Latin packaged foods company in the USA, launched a four-year campaign in the USA to expand its consumer base.

Kit & Kin: Branding

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

Kit & Kin, an eco-friendly baby care brand, launched its brand in the UK with packaging featuring fun animal visuals to promote its commitment to the environment.

Nûby UK: Packaging

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

Nûby, a baby products brand, increased sales in the UK by redesigning its packaging to feature informative speech bubbles and a colour coding system to amplify Nûby's helpful and friendly brand voice.

Wheel: Beyond the confines of HER kitchen

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

Wheel, an Indian detergent powder brand, partnered with Jio, an Indian mobile service provider, to provide an e-learning platform to women living in rural areas of India.

Fast-growing brands making fast-moving goods: Why China´s FMCG challengers are special

Article • Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021

Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.

What we know about challenger brands

Article • WARC Best Practice, June 2021

Current reading and insights on the topic of challenger thinking and how challenger brands can break through in their category.

RAKBANK: She Can Play

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, improved brand perception in the UAE with its She Can Play campaign that focused on a young girl and her love of football.

Aldi Stores: 2010-2019 – How taking an alternative path took aldi from shame to pride

Case Study • WARC Awards for Effectiveness, Grand Prix, Sustained Growth, 2021

German discount supermarket Aldi ran a ten year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.

Head & Shoulders: Say it proud!

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

Anti-dandruff shampoo Head & Shoulders celebrated Indonesians' many mispronunciations of its name to build customer confidence and boost sales.

Mantsinen x Neste: Zero Exclusion

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

Hydraulic material handling machine brand Mantsinen looked to art to frame the precision benefits of its 300 model for business decision makers in Finland.

Boost: Stamina Meter – a new currency in town

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Boost, the milk food drink, tangibly demonstrated its stamina proposition to connect with a previously untapped audience in India.

Maersk: Setting a new course for growth

Case Study • WARC Awards for Effectiveness, Grand Prix, 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.

Premier: Paint without the pain

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

Canadian paint brand Premier targeted millennials with a multi-channel challenger campaign to grow market share, sales and awareness.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Silver, Customer Experience, and Personalisation & Insight Award, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Skinny: Friend-vertising

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

Low-cost telco Skinny harnessed its customer superpowers to grow credibility and drive consideration in New Zealand.

Fernando Machado revitalized the Burger King brand, capturing share of mind – and stomach – in the process

Opinion • Kevin Rice, April 2021

Throughout his seven-year tenure at Burger King, and more broadly in his role as Global Chief Marketing Officer at its parent, Restaurant Brands International (RBI), Fernando Machado was a defibrillator that sent shockwaves through pop culture and brought the brand back to life, writes Hathway's Kevin Rice.

Lexus: Find Your Unbeaten Path

Case Study • WARC Cases, WARC Prize for Chinese Strategy, Gold for Smart Spender Award, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
How to build a challenger brand

Article • Nick Geoghegan , WARC Best Practice, July 2016

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.
Embracing the underdog: The Australian challenger brands disrupting their categories

Article • Josie Tutty, WARC Exclusive, July 2021

Challenger brands are not necessarily small or niche but can be any brand that is ready to disrupt by bringing something new to a category.
No brand is too big for innovation: How big brands can compete with niche offerings

Article • Rob Sellers & Dulcie Omonubi, WARC Exclusive, January, 2021

As niche offerings and challenger brands capture emerging demographics, can the mass market brand compete with innovation?
What we know about challenger brands

Article • WARC Best Practice, June 2021

Current reading and insights on the topic of challenger thinking and how challenger brands can break through in their category.
Finding our X: A strategic framework for collaboration

Article • Adam Morgan, Admap Magazine, November 2019, pp. 0-0

A central strategic capability of key war strategists from Genghis Khan to Winston Churchill is the ability to form alliances and coalitions.