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Classic Case Study: Old Spice Brand Repositioning

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Products and Brands, Promotion, Segmentation and Positioning, Strategy and Plans, video

This case study examines Old Spice’s classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled ‘The Man Your Man Could Smell Like.’ The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.

Classic Case Study: Old Spice Brand Repositioning Review the Teaching Activity

Burger King’s Whopper Detour Case Study

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Places and Channels, Products and Brands, Strategy and Plans

This case examines the Whopper Detour campaign for Burger King. This innovative and very successful campaign was built around a fun and playful digital-driven approach using geofencing on their mobile app. It is another classic case study that your students should review. Includes a short case study video.

Burger King’s Whopper Detour Case Study Review the Teaching Activity

Classic Case Study: Run Like a Girl

Case Study, Consumer Behavior, Digital Marketing, Ethics, Free Activities, Products and Brands, Social, video

This classic case study – the “Run Like a Girl” campaign – provides students with insights into how authentic storytelling and social advocacy can transform brand communication. They will explore how brands can successfully shift from product-focused messaging to engaging with social issues by using authentic storytelling.

Classic Case Study: Run Like a Girl Review the Teaching Activity

KFC Toothpaste Case Study

Case Study, Digital Marketing, Discussion Exercises, Free Activities, New Product Process, News item, Products and Brands, Promotion, Segmentation and Positioning

This activity uses KFC’s fried‑chicken–flavored toothpaste (launched in 2025) to explore how novelty products can generate viral buzz, earned media, and support brand positioning. This task helps students with identifying the marketing objectives, consumer behavior triggers, and success behind the use of novelty product brand extensions.

KFC Toothpaste Case Study Review the Teaching Activity

Starbucks Third Place Positioning – Still Relevant?

Case Study, Consumer Behavior, Marketing Environment, Marketing Mix, Member Activities, Services/CRM, Strategy and Plans

This Starbucks case study focuses on their longstanding “third place” concept, which has been a key component of their success and differentiation. However, your students will need to assess whether this “third place” offering remains a viable strategy in today’s marketing environment, considering trends like remote work, increased competition, cost of living concerns, and shifting consumer expectations.

Starbucks Third Place Positioning – Still Relevant? Review the Teaching Activity

Crocodile Dundee Tourism Case Study

Case Study, Consumer Behavior, International, Member Activities, Promotion, video

In this activity, students review an Australian tourism campaign that included a fake news story about an upcoming Crocodile Dundee movie. Featuring Hollywood celebrities like Chris Hemsworth and Margot Robbie, and employing humor, film references, PR stunts, and a Super Bowl TV spot, the campaign captured global attention. This exercise crosses into international marketing, leveraging consumer insight, creative storytelling, media strategy, and campaign effectiveness.

Crocodile Dundee Tourism Case Study Review the Teaching Activity

Addressing the Challenges Facing Starbucks

Case Study, Consumer Behavior, Free Activities, Marketing Environment, Services/CRM, Strategy and Plans, video

In this mini case study, students explore the strategic challenges facing Starbucks, including its drift away from its core brand identity and its “third place” experience. Due to its expansion and diverse product offerings, Starbucks strengths have transformed into potential weaknesses. Students will review how operational inefficiencies, market pressures, and changing consumer behaviors have impacted the brand, and assess whether the proposed strategic changes will be effective. NOTE: This activity can also be run as a video case study, with an optional detailed video to show students.

Addressing the Challenges Facing Starbucks Review the Teaching Activity

Classic Case Study: The KFC FCK Campaign

Case Study, Free Activities, Places and Channels, Products and Brands, Promotion, video

This video-based activity explores KFC’s innovative response to a 2018 supply chain crisis in the UK, which led to widespread restaurant closures due to a lack of chicken. Instead of opting for a defensive approach, KFC launched the bold “FCK” campaign, a humorous and self-deprecating apology that turned a potential PR disaster into a masterclass in brand recovery. Students will analyze the campaign’s elements, its impact on KFC’s brand image, and lessons in crisis communication.

Classic Case Study: The KFC FCK Campaign Review the Teaching Activity

Jaguar Rebranding Mini Case Study

Case Study, Consumer Behavior, Member Activities, News item, Segmentation and Positioning, Social, Strategy and Plans

This is a mini case study of brand repositioning using Jaguar’s 2024 strategy. It is a shorter version of the full case study also on this website, Students will analyze their promotional video and their overall rebranding and repositioning strategy. Therefore, this mini case is more suitable for an in-class discussion task, especially around brand and positioning topics.

Jaguar Rebranding Mini Case Study Review the Teaching Activity

Classic Case Study: Real Burger World (Mini Case Version)

Consumer Behavior, Decisions and Mini-Cases, Marketing Mix, Member Activities, Places and Channels, Segmentation and Positioning, Services/CRM

In this mini-case, students explore why a new business with a “good idea” failed to be successful. Please note that is a shorter video for the longer, more detailed, case on Real Burger World (RBW) – a firm that gained attention in the UK by its exposure on a business start-up reality TV show.

Classic Case Study: Real Burger World (Mini Case Version) Review the Teaching Activity

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