Brand & product launches

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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.

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.

Globe Telecom: A Star Wars Experience for All

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Globe Telecom, a telco brand, improved brand perceptions in the Philippines with its inclusive, multi-sensory campaign A Star Wars Experience.

Glo: Hyper Launch

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

KunKun Body: Lifestyle odor - Designing health through odor

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Konica Minolta, a technology company, increased sales of its Kunkun body device which detects odours generated by physical change (lifestyle odours) through a PR-led campaign in Japan.

Direct Line Group turns to BVOD and YouTube to deliver incremental reach

Article • Alex Brownsell, WARC Exclusive, December 2020

UK insurer Direct Line Group tested digital platforms to plug a gap in its audience reach.

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.

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.

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.

ViettelPay: Make Tet easy again – challenge accepted!

Case Study • MMA Smarties, Bronze, X (Global), 2020

Viettelpay, a mobile payment app, relaunched the brand in the runup to Tết, the Lunar New Year in Vietnam, to educate people about its services and promote the app.

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.

Tourism Central Coast: Building a big billion dollar tourism brand through "Little Adventures"

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Tourism Central Coast, a tourism brand, developed brand positioning that transformed perceptions of the Australian Central Coast and increased tourism.

Vitality: How we made the stagnant world of insurance get active