Case Studies
ANA Member Q&A: Up Close And Personal
This article explores why Dentyne's campaign, targeting Hispanics in the 18-34 age category, has been such a success.
Cie Nicholson: Rapid-Fire Strategic Perspective
The SVP/CMO of Pepsi-Cola North America urges marketers to have a more rounded perspective on everything from sales and operations to innovations in order to be effective. Cie Nicholson explains that Pepsi deals with its competitors by growing base brands and creating new ones rather than focusing on the declining non-carbonated brands. She discusses how trends in health and wellness have affected Pepsi's innovation.
James R. Stengel: Ultimate Marketers
The Global Marketing Officer talks about Procter & Gamble's challenge to achieve balance between manufacturing and consumer cultures. Jim Stengel discusses the role of marketing in innovation and the accomplishments achieved as a result of P&G's organizational reform. He also sheds lights on ways to improve client-agency relationship.
Keith Pardy: The Human Approach
The Nokia Corporation's SVP of strategic marketing, brand management, and consumer relationships offers career advice to consumer goods marketers who wish to move to technology companies. Keith Pardy talks about the human approach Nokia takes to understand how their products can improve consumers' lives and manage the complexity of a technology-driven enterprise. He also discusses various major transformations Nokia and the technology industry will undergo in the near future.
Anheuser Busch: Super Bowl Ad Campaigns
This case study outlines the evolution of Anheuser Busch Super Bowl ad campaigns, including the Bud-Bowl, the "Bud-weiser-er" frogs, and the "Whassup" commercials, demonstrating that success is directly linked to the ability to create entertainment for key customers, young men.
At Game Time, Humor Is the Trick to Selling Cars
This case study outlines Super Bowl ad campaigns for cars and tires. It highlights Ford, Honda, Isuzu, Chrysler, GM, Porsche, Nissan, Volkswagen, Goodyear, and Michelin.
FedEx's Super Bowl Ads
This case study explains how FedEx used Super Bowl ads and bolstered its brand.
Food, Folks, and Football: McDonald's Bite Sized Super Bowl Formula
This case study explores how McDonalds set itself up as American's conscience through its Super Bowl ads. For a long while the game worked for McDonald's because it stayed true to its folksy formula, reminding America what our collective values are: good parenting, kindness, connecting with each other, and gently guiding us to reclaim them.
Gillette: Shaving the World with One Stroke
This case study demonstrates that Gillette understood the power of the Super Bowl as a launching pad to reach men. Equally important, it knew when not to use the Super Bowl. While a good chunk of the audience is female, launching a woman's product here would have been wasteful.
How Financial Institutions Bank on the Super Bowl
This case study outlines financial institutions' involvement in Super Bowl ads. American Express, Mastercard, Visa, First Union, New York Life and Hartford, Progressive, John Hancock, and E*Trade are highlighted. Some found success; others decided that Superbowl ads were not cost-efficient.
Master Lock: The Mouse That Roared
This case study discusses the evolution of Master Lock's shot lock advertising campaign that became a regular part of the Superbowl. It also explores Master Lock's decision to leave the Superbowl advertising game.
Medco Health Solutions: Implementing Enterprise Marketing Management
In this case study, Medco Health Solutions, Inc. shares how they successfully implemented enterprise marketing management (EMM).
No Shame in the Game: Sex Sells at the Super Bowl
This case study outlines how several companies found success using sexy ads during the Super Bowl. It highlights Victoria's Secret, Norwegian Cruise Line, Westin Hotels, and GNP.
OTC Pharmaceuticals Discovers the Secret to Trigger Sales
This case study outlines how several pharmaceutical companies found the right prescription to trigger sales of OTC products by presenting spokespeople the audience cares about (Nuprin) or becoming part of the fabric of the game itself (Breathe Right strips).
Pepsi: For Those Who Think Young
This case study discusses the evolution of Pepsi's ads as it positioned itself as the youthful and whimsical alternative to the wholesome and all-American Coke. Specifically, it looks at Pepsi's success with Superbowl campaigns.
Sneaker Wars: Nike and Reebok Go Toe-to-Toe
This case study explores how Nike and Reebok defined themselves differently at the Super Bowl in keeping with their personalities and missions. Nike reinforced its stylish, blockbuster imagery with celebrity-packed adstravaganzas. Reebok used this field to shake its girly image. Both succeeded for a time with their different rule books and both concluded that ultimately niche marketing was more efficient.
Technology and the Enigmatic Super Bowl Spot
This case study outlines Super Bowl ad campaigns for technology companies. It highlights IBM, GTE, AOL, Oracle, Iomega, and Yahoo, among others.
Vespa Hires a PR Firm
This case study explains how PR firm CooperKatz developed the Vespanomics PR campaign for Vespa, helping to drive sales and increase Vespa's market share.
Zumba: The Worlds' Largest Latin Inspired Fitness System
This Zumba case study presents approaches to building brand awareness, excitement, and passion to a level that Zumba instructors and participants are getting Zumba tattoos and license plates to let the world know about how Zumba has changed their lives.
How the WB Helped Sunkist Get Its Music On
This case study explores how Sunkist, with the help of the WB, used music as a successful marketing platform.
