Ivey Business School (Canada)
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The WW Wellness Journey: The Rebranding of Weight Watchers
Gopa Praturi; Can UslayCase IVEY-9B20A065-EMarketingAt a time when the wellness industry was experiencing a dynamic renaissance, Weight Watchers International Inc. was stuck with an aging demographic. In 2018, in an effort to stay relevant, the company rebranded itself as WW International Inc. (WW). The goal was to make wellness accessible to all, and to transform from a diet brand to a global wellness juggernaut. However, despite the rebrand and support from celebrity spokesperson Oprah Winfrey, ...Starting at €8.20
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Doodlage: Toward a Sustainable Future
Swati Singh; Kartikeya SinghCase IVEY-W27322-EEntrepreneurship, MarketingDoodlage Retail LLP (Doodlage), a sustainable fashion brand based in India, was based on an idea that had come to the co-founder while she was interning with export houses. There, she witnessed large-scale discarding of fabric waste, which found its way to landfills and became a major source of pollution. Doodlage utilized the practices of circularity—repairing, reusing, refurbishing, and recycling—to transform industrial waste into women’s appar...Starting at €8.20
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Doodlage: Toward a Sustainable Future - Teaching Note
Swati Singh; Kartikeya SinghTeaching Note IVEY-W27323-EEntrepreneurship, MarketingTeaching note for product W27322.Starting at €0.00
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Hindustan Unilever: Brooke Bond Red Label's 6 Pack Band
Swati Singh; Sudhir NaibCase IVEY-9B17A030-EMarketingIn January 2016, the 113-year-old tea brand Brooke Bond Red Label (Red Label), a sub-brand of Hindustan Unilever Limited, created a groundbreaking advertising campaign that launched India’s first transgender pop band, 6 Pack Band. The campaign comprised six videos, which reached over 25 million people in a short span of time and won numerous awards. By mid-2016, Red Label’s 6 Pack Band was clearly hitting the right notes with its target audience,...Starting at €8.20
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The WW Wellness Journey: The Rebranding of Weight Watchers - Teaching Note
Gopa Praturi; Can UslayTeaching Note IVEY-8B20A065-EMarketingTeaching note for product 9B20A065.Starting at €0.00