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Case Study Library

Home to more than 2,500 examples of innovative brand communications, with 50 case studies added each month.

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  • Sleepover for self esteem

    • Dove
    • Canada

    Dove brings mums and daughters together by encouraging them to participate in sleepovers

    Rated 5 stars
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  • The high value long-tail

    • HMV
    • UK

    HMV boosts sales with a sophisticated affiliate marketing programme

    Rated 5 stars
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  • Steamy room

    • Pearle
    • Belgium

    A contact lens brand highlights the perils of wearing glasses when you are trying to ogle members of the opposite sex

    Rated 5 stars
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  • Targeting Chinese-Canadians

    • Johnnie Walker
    • Canada

    Johnnie Walker reaches out to Chinese-Canadians with personalised traditional new year posters, leading to a 44% year-on-year sales increase

    Rated 5 stars
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Editor's Picks

Crème de la crème of marketing innovation, selected by Cream editor - includes pick of the week; a monthly campaign award, and work demonstrating how creativity can deliver tangible results.

The deaf bubble

  • Bekol
  • Israel

Coping with hearing loss can be extremely traumatic. Sufferers, particularly the elderly can feel cut off from the rest of the world and find it difficult to adjust. Many face issues of denial and isolation and are unsure where they can turn for help. Voluntary organisation Bekol works to help those afflicted with hearing loss and deafness in Israel, but it needed to find a way to raise awareness of the disability, promote its services and attract donations. Bekol needed to find a way to break out of the bubble.

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Celebrating mispronunciation

  • Pepsi
  • Argentina

In Argentina, the brand name Pepsi is largely mispronounced because the "ps" sound in the second syllable is very difficult to pronounce. As a result, around 25% of the Spanish population in Argentina ask for a "Pecsi" instead of a Pepsi. Rather than trying to change the consumer, Pepsi's agency proposed to change the brand name within its campaign. In what they called the first "democratic pronunciation of a brand", Pecsi was born. Pepsi packaging was changed to read “Pecsi” and the new brand name was publicised on TV, outdoor and in bars and restaurants.

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Damn right your dad drank it

  • Canadian Club
  • USA

Whisky brand embraces its past to engage a new generation of fans

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Opinion

Insight

The latest industry research providing you with hard data for deeper insight into brands, consumers and media.

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Cream Shuffle

Stuck for ideas? Use our automated inspiration tool.

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  • Playboy
  • Argentina
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Right Brain, Left Brain Blog

A dream team of industry pioneers from around the world share their expert opinion

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Milk makes you stronger

Here is a great piece of ambient work to promote milk: From McCann Bangkok...

Olivia Solon

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Modeling is such a drag

Wrangler’s new digital campaign for its Blue Bell Spring/Summer 2010 range enables users to drag a male model around the screen and tear off parts of his clothing. The ad showcases the ambient music of Markus Hasselblom and the soundtrack...

Jack Horner

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Airline rebranding for dummies

South Africa's Kulula airline has a new look that features handy signposts marking out different parts of the plane. I worry that this is for the benefit of airline staff rather than the passengers:

Olivia Solon

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Cream Reports

Cream Insight Report: Brands to the rescue

Why advertisers are well-placed to make up the shortfall in public spending

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