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Lifebuoy Pride was first introduced in 2021 under a COVID-19 context that focused more on Safety in Love for the LGBT community. With the successful launch, #Safety4All has become one of... We’re long ...

Fast food brand McDonald's drove record levels of brand love amidst a challenging commercial landscape in the UK with an emotional advertising approach.

This article outlines research by marketing professor and brand consultant Mark Ritson, who uses Effie case studies from the UK and US to assess the adoption of effectiveness principles in each of ...

The war of innovations placed a threat on the existing NESCAFÉ range, as we saw a drop in sales of some of the older NESCAFÉ ice variants. The new NESCAFÉ Ice Cookies & Cream was therefore expected to ...

Klondike, an ice cream brand, relaunched its long-term tagline of What Would You Do for a Klondike? in the USA by showing up in person to call on people to follow through with what they said they'd do ...

The objective is to increase GCC market revenue by 40% from the previous year, and a 10% growth benchmark in 2022 online revenue from high spenders supports this ambitious target. The campaign aims to ...

Given the silence (and subsequent decline in brand equity) as well as the genuine RTBs in this new product, the main objective of the campaign was to drive brand awareness and maximizing reach through ...

Objective #1: Positively impact living conditions by penetrating homes and uplifting domestic househelps' rooms in the UAE. Objective #2: Positively influencing key brand attributes for HomeBox as a ...

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Dull advertising does not deliver the marketing intent and stems from accountability sinks – but creative development and evaluation can identify and remedy dull ...