Tag: jwt

Due to wartime food shortages, Rowntree's of York was compelled to change the recipe of its Chocolate Crisp bar in 1941. Afraid of upsetting a devoted following (the product was i…

I do believe that Nestle Sunrise is a case study where the classic “new, improved” product story (much exploited in those days!) was turned into a huge property and the start of a…

In 1967, few were drinking 7-Up. The beverage was generally thought of as a mixer or a tonic for an upset stomach. 7-Up Company executives were eager to tap into a larger market. …

Yeh Dil Maange More was coined by Anuja Chauhan at JWT. This was the Indian version of the ‘Ask For More’ commercial by Janet Jackson for Pepsi. The phrase became extremely pop…

In 85, the chocolate beverage brand, Boost needed a boost. HMM (Smith Kline Beecham in its earlier avatar) decided to focus on the chocolate malt powder. Boost was an also-ran, wi…

In early 2000, internationally Pepsi had launched a promo campaign, Pepsi Numeromania. As complicated as the name, was the promo. Pepsi wanted a campaign that was simpler and Indi…

Nike was running a global campaign for football called Joga Bonito, which means a beautiful game in Portuguese. Football had the imagery of being a rough game and a contact sport.…

In the mid-90s, Parry’s Confectionery wanted to launch a coffee flavoured toffee. JWT (HTA then) was tasked to create a brand. The Brand Name and the Brief Indu Balachand…

1993, post-liberalization, cable television was taking off. Entertainment had changed and there was more of it. The younger consumers were demanding and brand conscious. Pep…

Pepsi always understood the prevailing attitude of the youth and communicated with them in a language that was relevant at that time. Over time, as the youth evolved, so did the c…

Lux entered India in the late 20s and was officially launched in 1929. Like its global brand-building strategy, Lux concentrated on associating with the world of films, stars and …

It was the early 90s when liberalization had started. The attitude of the youth had changed from planning for the future to living for now. They did not want to go the conventiona…

1982, Maggi Noodles were launched in India, targeting working women. It was positioned as a “convenience product” - an alternative for lunch and dinner. By creating a new category…

In the late 80s, an uplifting campaign was telecast showcasing the happiness of employees, the CSR activities that ranged from hospitals to sports and so on. It brought a sense of…