Article
•
Euromonitor, Research on WARC, December 2020
This report examines the performance of consumer health categories comparatively against other consumer industries and across regions and markets; it also explores the expected five-year forecasts for each category.
Data
•
Rob Clapp, WARC Data Points, December 2020
An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.
Case Study
•
Imogen Bourke, Alana Zervos, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Strepsils, the medicated lozenge brand, harnessed the power of music fandom to increase sales in Hong Kong.
Case Study
•
Dania Valitova, Dmitry Anureev, Alexandra Kondrashtina, WARC Media Awards, Bronze and Most Scalable Idea Award, Effective Use of Tech, 2020
Topical antihistamine cream Finistil needed to position itself as an expert in treating a variety of skin conditions, and grow purchase intent, so it created an artificial intelligence diagnostic tool to help consumers identify and treat common skin problems.
Case Study
•
James Barnett, WARC Media Awards, Gold, Effective Use of Tech, 2020
Voltaren, an over-the-counter topical pain treatment, launched an online diagnostic tool to defend market share and justify its premium status in Russia.
Case Study
•
Ben Nilsen, WARC Media Awards, Entrant, Best Use of Data, 2020
Topical analgesic brand Biofreeze used a data-driven digital and TV strategy to target Everyday Maximisers during exercise and grow usage and sales in North America.
Article
•
Euromonitor Advertiser Profiles, October 2020
This Company Profile from Euromonitor provides key details and analysis of Glaxosmithkline.
Opinion
•
Sarah Owen, November 2020
While wellbeing has been a top consumer priority for the last couple of years, the conflation of mental and physical health is emerging as a new focal point. People aren’t just trying to cope with the mental toll of the pandemic (stress, anxiety, isolation), they are also deeply concerned about their physical wellbeing. Add in the fear of physical and mental safety concerns for friends, family and colleagues and it’s little surprise that wellbeing is a critical consumer sentiment.
Case Study
•
Kaori Yatsu, Akie Suzuki, WARC Media Awards, Grand Prix, Effective Channel Integration, 2020
Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.
Opinion
•
Cathy Taylor, November 2020
Bills in favor of legalizing recreational cannabis use were passed in Arizona, Montana, New Jersey and South Dakota in early November, bringing the total number of states to do so to fifteen, plus Washington DC. 36 states have legalized medical cannabis over the last few years. Curaleaf, the largest cannabis brand in the world, sells its products through its own retail outlets and in dispensaries. CMO Jason White spoke with WARC’s Cathy Taylor for the Marketer’s Toolkit 2021 about Curaleaf’s trajectory.
Case Study
•
ARF Ogilvy Awards (US), Silver, 2020
Advil, an pain-killer, created a storytelling campaign that showed US consumers how the world looks different when you have power over pain to increase sales in the country.
Data
•
Rob Clapp, WARC Data Points, November 2020
An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.
Article
•
Euromonitor Advertiser Profiles, October 2020
This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson in the consumer health category.
Case Study
•
IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.
Case Study
•
IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Anusol, a haemorrhoid treatment brand, launched a TVC in the UK that used images of various foods to highlight the symptoms that Anusol helps treat and to stop consumers feeling embarrassed by the condition.
News
•
29 September 2020
For all that the pandemic has alarmed consumers and businesses, it has also created new opportunities for brands to build engagement and trust via digital means; for wellness brand WW that has meant accelerating a digital transformation that was alre
News
•
24 September 2020
Advertising is particularly effective in pharma categories where pricing is shaped by a “leader” and a “follower” brand dynamic, according to a study in the Journal of Advertising Research (JAR).
Article
•
Brian Carruthers, Event Reports, World Retail Congress, September 2020
Looks at how global wellness company WW rapidly adapted to the new demands of pandemic-driven lockdowns around the world.
Opinion
•
Cathy Taylor, September 2020
For many brands and categories in the US, the last six months have brought dual shocks to long-held ways of doing business, as they juggle realigning their businesses around the impact of a worldwide pandemic and social unrest on a global scale.
Research Paper
•
Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323
The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.
Case Study
•
Kaori Yatsu, Akie Suzuki, WARC Prize for Asian Strategy, Entrant, 2020
Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.
Case Study
•
Imogen Bourke, WARC Prize for Asian Strategy, Entrant, 2020
Strepsils, the throat lozenge, leveraged its sponsorship of a top TV show to grow sales and brand participation in Hong Kong.
Case Study
•
Saumya Tyagi, Ankit Singh, WARC Prize for Asian Strategy, Entrant, 2020
Iodex, the pain balm, used a local cultural insight to reverse a regional sales decline in southern India.
News
•
12 August 2020
When Viagra Connect, the over-the-counter treatment for erectile problems, launched into the UK market two years ago, the focus was on functional communications to spread awareness, but today it’s taking a very different approach – here’s why.
Data
•
Rob Clapp, WARC Data Points, July 2020
An overview of shopping online by product category in Spain before and after the novel coronavirus (COVID-19) outbreak.
