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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.

How Soreen used its loaf to become a millennial favourite

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

Soreen, a brand of malt loaf, produced a series of OOH, TV and social ads in the UK that elongated the 'ee' in its name to position it as a snack for millennials that keeps them going.

Mondelez doubles down on e-commerce advertising

News • 07 June 2020

Mondelez International, the snacks company, has doubled down on advertising on e-commerce platforms as it seeks to reach consumers near the point of digital purchase.

Mondelez’s strategy for doubling down on e-commerce

Article • Stephen Whiteside, WARC Exclusive, June 2020

Mondelez International, the snacks company, is doubling down on e-commerce in line with changing consumer habits.

Danerolles: How a fresh dough brand regained strength at home and beyond

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2020

Danerolles, a fresh dough brand, increased value market share and awareness across Europe by launching new brand packaging with bold colours and a new brand idea that better represented its enthusiasm for food enjoyment.

Rice Krispies Treats: Krispie Kitchen

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Innovation, 2020

Confectionery brand Rice Krispies Treats increased sales during the holiday period in the US with Krispie Kitchen, an immersive, Christmas treat-making experience with Google Assistant.

Koala's March Cocoa Vanilla: Leaning Tower of Black Koala's March

Case Study • Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Social Strategy, 2020

Koala's March, the Japanese biscuit brand, used a fun online challenge to launch a new flavour to teens in Thailand.

Buondì Motta: The Asteroid

Rankings • WARC Effective 100, 2020

Buondì Motta, a breakfast snack brand, increased sales by launching a controversial TV campaign aimed at the modern Italian family.

What General Mills learned from launching LÄRABAR in the UK

Article • Anna Hamill, Event Reports, POPAI Retail Marketing Conference, February 2020

Lärabar, an all-natural energy bar owned by General Mills, was a market leader in the US, but launch in the UK required a strategic and hyper targeted approach.

Buondì Motta: The Asteroid

Case Study • WARC Cases, 2017

Breakfast bread Buondì Motta generated sales increases and huge buzz with a controversial TV campaign aimed to appeal to the modern Italian family.

Paneton D'Onofrio: Spreading the Christmas spirit

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Peruvian fruitcake brand Paneton D'Onofrio took a multi-platform approach to transform its Christmas relationship with Peruvians and secure sales growth.

Tinkies: The Mega Mash-Up

Case Study • MMA Smarties, Gold, South Africa, 2019

Tinkies, a sponge cake brand, launched its Mega Mash-Up product in South Africa by creating music mash-ups to reach its young target audience.

US, Bread, cake & biscuits Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the bread, cake & biscuits sector in the United States since 2007.

Peek Freans Cake Up: Enabling Moments of Togetherness

Case Study • Rana Waleed Altaf, Zahra Fatima Ali, WARC Prize for Asian Strategy, Entrant, 2019

English Biscuit Manufacturers (EBM) entered an unregulated, wholesale-led cupcake category in Pakistan and increased sales of its Peek Freans Cake Up by carving its own infrastructure channel to build awareness.

Parle 20-20: A cookie's take on the world

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Prize for Asian Strategy, Entrant, 2019

Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie brand to millennials in a fresh way and grow brand love.

Voiz: The Secret

Case Study • Pinyada Napathorn, Isaree Piriyakiatsakul, WARC Prize for Asian Strategy, Entrant, 2019

Voiz, the waffle and biscuit brand, in the face of intense competition and a crowded market, maintained its market share and shelf space and increased the price of its product by using social media to stand out to its teen audience.

How Abbott’s Village Bakery became a breadwinner

Case Study • Effies (Australia), Bronze, Australian Effie Awards, 2019

Abbotts Village Bakery, a bread brand, encouraged Australians to buy its products by launching new packaging, a new product range and a TV to showcase it.

Marie Gold: MyStartup

Case Study • SABRE Awards, South Asia, Superior Achievement in Research and Planning, 2019

Marie Gold, a biscuit brand, launched a competition for non-workers to win money to start their own business venture in India.

Oreo's formula for cultural connectivity

News • 22 July 2019

Oreo, the cookie brand, has extended its appeal to new audiences by driving cultural connectivity with a diverse range of consumers.

Oreo taps seemingly endless love of playful, cultural brand connections

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.

Branding for The Primal Pantry

Case Study • Design Effectiveness Awards, Silver, 2019

The Primal Pantry, a raw food manufacturer, increased market share in the UK by redesigning its identity to appeal to health food lovers across the country.

Allinson's

Case Study • Design Effectiveness Awards, Silver, 2019

Allinson’s, a wholemeal bread brand, increased sales in the UK by redesigning its packaging to feature a new symbol that reinforced the brand as one steeped in expertise and history.

McVitie's Moments

Case Study • Design Effectiveness Awards, Bronze, 2019

McVitie's, a British biscuit and cake brand, drove retail sales in the UK for its new Moments products by redesigning its packaging to reflect coffee shop culture.

Jimmy Dean, Wright Brand Bacon, Sara Lee Frozen Foods: Made with Love multi-brand platform

Case Study • Effies (North America), Finalist, North American Effies, 2019

Tyson Foods, a food company, increased sales of Made with Love products in the US by creating stress-free meal hacks to help consumers plan for meal times all year long.

OREO: Mint hot chocolate at 7-Eleven

Case Study • Effies (North America), Bronze, North American Effies, 2019

Oreo, a confectionary brand, drove category growth in the US by launching an Oreo hot beverage through social influencers and an interactive game.

Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
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.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.