This case study looks at how American Express found success with its Small Business Saturday campaign in the US and how it grew into a social movement for local community businesses and gained the support of a US President.
NHS, a publicly funded healthcare system, showed the public was still there to help them with other serious illnesses despite the COVID-19 pandemic by launching a TV and digital campaign that told people to just see their doctor.
Moleskine, a manufacturer and product designer, increased online orders on its website in the UK by redesigning its website with a simplified homepage and personalised features to set it apart from third-party platforms.
Land Rover, an automotive brand, increased orders of its new Land Rover Discovery model in the UK by launching a Famous Five-style direct mailpack that showed families the adventures they could enjoy with the car, especially after COVID-19 lockdowns.
Brita UK, a water filter brand, encouraged UK consumers to switch to filtered water by launching a TV ad featuring a nine-year-old girl who showed that making small changes can have a big impact on the environment.
Ann Mukherjee, CEO and Chairman at Pernod Ricard NA, will be chairing the Brand Purpose category of the 2022 WARC Awards for Effectiveness . Here, she talks about the challenges brought about by the pandemic, consumers’ new expectations of brands and Pernod Ricard’s definition of authentic purpose-led work. Ann Mukherjee, CEO and Chairman at Pernod Ricard NA
This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.