Brand character

703 results found

Sort by

Characters and logos are the assets with greatest potential for “unique brand ownership”

Article • Stephen Whiteside, Research on WARC, April 2021

Characters, logos and typography are the brand assets with the strongest potential for “unique ownership”, according to a study in the Journal of Brand Management.

Creativity through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.

How Warner Bros built digital relevance for Bugs Bunny and Looney Tunes

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Warner Bros., the entertainment company, built digital relevance for its iconic Looney Tunes animation property through a test-and-learn approach to engaging consumers.

Zespri Kiwifruit: Zespri brand relaunch campaign

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

Zespri, a kiwifruit exporter, launched a campaign in Japan to encourage consumers to enjoy living a healthy lifestyle easily by eating kiwifruit.

Planters: #RIPeanut

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media, 2021

Planters, a food processing company, launched a Super Bowl campaign that killed off its brand mascot, Mr Peanut, and saw the rebirth of a new one, Baby Nut, to create brand buzz.

Maximise distinctive assets

Opinion • Peilin Phua and Nicole Hartnett, February 2021

2020's IPA Effectiveness winners show how to make distinctive assets work harder, write Peilin Phua and Nicole Hartnett from The Ehrenberg-Bass Institute.

Frisian Flag: Play and Learn with Teman 123

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Frisian Flag, a brand of dairy products, launched a gamified mobile campaign in Indonesia featuring the brand's mascots with the tagline Smart, Tall and Strong to increase brand awareness and engagement and drive an uplift in brand consideration.

Friesland Campina: Frisian Flag 123 “Catch to Grow” AR Mobile Campaign

Case Study • MMA Smarties, Silver, Indonesia, 2020

Frisian Flag, a dairy product brand, launched an immersive mobile game in Indonesia to increase brand awareness, drive an uplift in brand consideration and spark brand loyalty.

Churchill Insurance: Little Chapters of Chill

Case Study • DMA (UK), Gold, 2020

Churchill Insurance, an insurance company, targeted younger family audiences with a mindfulness podcast, that was listened to over 54,000 times and was used as a mindfulness resource by the NHS.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

How brands can use ‘cute’ characters to drive results

News • 18 December 2020

Brands using “cute” spokescharacters must also consider the language they deploy and the nature of their consumer relationships to achieve the best results, a study in the Journal of Advertising Research (JAR) has argued.

Frisian Flag: 123 “Catch to Grow” AR mobile campaign

Case Study • MMA Smarties, Silver, APAC, 2020

Frisian Flag, a dairy product drinks brand, launched its augmented reality (AR) mobile campaign Frisian Flag 123 Catch to Grow to increase brand awareness and engagement and drive an uplift in brand consideration in Indonesia.

Sonic: Sonic the Hedgehog, Catch Him If You Can

Case Study • MMA Smarties, Bronze, APAC, 2020

UIP, Paramount Pictures' holding company in the Philippines, launched a campaign to improve fans' impression of the newly designed CGI character Sonic and promote to upcoming movie.

Consumer reactions to animal and human models in print ads: How animals and people in ads influence the purchase-decision journey

Research Paper • Rohit H. Trivedi and Thorsten Teichert, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 439-451

Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process.

Bumblebee: Let's bee together!

Case Study • Clara Chen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Bumblebee, the new Transformers movie, was successfully launched with buzz and box-office success to a youth audience in Taiwan.

National Olympic Committee of Thailand (NOCT), Sport Authority of Thailand (SAT): Team Thailand – The Power of Unity

Case Study • Teeppipat Jarupandu, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Sports governing bodies, the National Olympic Committee of Thailand and Sport Authority of Thailand, rallied the public to support their national Olympians and Paralympians with The Power of Unity campaign in Thailand.

Pizza Hut: Female Gamers' New Hero

Case Study • Bella Yang, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Quick-service restaurant brand Pizza Hut used social media to get female gamers in China to vote for its female avatar to become a regular character in mobile game King of Glory.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Metro de Santiago: Condorito in Metro

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Public transport system, Metro de Santiago, partnered an iconic comic strip character to improve its relationship with the public in Chile.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

How anthropomorphized brand spokescharacters affect consumer perceptions and judgments: Is being cute helpful or harmful to brands?

Research Paper • Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and Shih-Ting Kao, Journal of Advertising Research, Digital First, November 2020

This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

George Weston Foods: Unleash the Golden® Crumpet

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

George Weston Foods, a food company, increased the purchase frequency of its Golden Crumpets in Australia by launching a film of a crumpet that dreamed of having different toppings.

LifeDirect / Trade Me: R.I.P. Simon - giving a brand a new lease on life, by publicly killing its mascot

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Life Direct, a life insurance comparison website, encouraged consumers to compare life insurance with the brand by killing its mascot, Simon the Sloth, as part of its campaign RIP Simon in New Zealand.

What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
What we know about brand characters

Article • WARC Best Practice, September 2020

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.
How to create a consistent yet dynamic brand personality

Article • Liane Koh, WARC Best Practice, May 2019

Advises on how a brand can optimise its brand identity by being consistent yet dynamic.
Power of you - distinctive brand assets

Article • WARC Exclusive, February 2020

This Ipsos meta-analysis of over 2,000 pieces of video creative examines the relationship between effectiveness and the presence or not of brand assets.
How creativity drives advertising effectiveness

Article • Research on WARC, July 2020

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.