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Eti Puf: Music Academy

Rankings • WARC Media 100, 2021

Biscuit brand Eti Puf connected with younger generations and increased brand awareness with an AR music app.

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’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.

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.

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.

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.

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.

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.

Cascadian Farm: Good from the ground up

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

Cascadian Farm, an organic food brand, increased sales among organic shoppers in the US by creating an in-store campaign that promoted the importance of soil health.

What we know about brand launches

Article • WARC Best Practice, April 2020

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.
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.
How to expand your brand architecture: strategies for successful brand launches

Article • Jenni Romaniuk, Admap Magazine, October 2018

Discusses the factors to consider when creating the identity of a new brand launch.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Article • Stephen Whiteside, Event Reports, Warc Webinar, February 2016

This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.
Five principles of innovation: how Kraft Heinz entered China’s snacks category

Article • Low Lai Chow , Event Reports, FUTR Asia Summit, October 2018

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.