Twinings has long been seen as a quality tea. But most people would only consider drinking it on special occasions.

The new gum brand, has turned the confectionary market on its head.

Précis

O2 created an iconoclastic new brand to capture a digitally-savvy audience who rejected traditional network operators. Key insights

Walkers renewed flagging interest in new flavours by ripping up its brand development rule book and getting consumers deeply involved in product development. Key insights

A sparkling and innovative campaign transformed what had been a somewhat worthy and niche organic dairy brand into a brand megastar. Key insights

A powerful combination of integrated marketing and content creation restored the fortunes of this former market leader. Key insights

The food retailer’s new ‘essential’ brand saw Waitrose combine quality and value to deliver dramatic growth despite the recession. Key insights

Virgin Atlantic’s distinctive brand voice has seen the once-maverick challenger brand become one of the UK’s favourite airlines. Key insights

Sainsbury’s convincingly persuaded customers it was responding to the credit crunch by adapting an existing successful campaign for more straitened times. Key insights