PRODUCT REPOSITIONING TO DRIVE TRIAL

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ISSUE

How do you get holiday shoppers seeking alternatives to canned goods to reconsider soup?

INSIGHT

Shoppers want a break from the overscheduled holiday season.

IDEA

Help shoppers slow down and enjoy holiday nights at home with family & friends by leveraging 3 iconic brands.

IMPACT

CAMPBELL'S ADDED 1.2MM SOUP BUYERS AT WALMART. 

Walmart won holiday across Edible and Wet Soup. Reached 90% of U.S. households over the holiday.

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SEASONAL CAMPAIGN TO DRIVE SALES

ISSUE

How do you reach new customers during the cluttered back-to-school period at retail?

INSIGHT

Shoppers look for little ways to cheer their kids up because parents can’t control what happens during the school day.

IDEA

Make it easy for parents to get their kids excited about eating a balanced lunch.

IMPACT

900K INCREASE
in Household Penetration

35% INCREASE
in units vs YAG

42% INCREASE 
in unit sales vs YAG

 

CONSUMER PROMOTION TO
GROW AWARENESS AND CONVERSION

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ISSUE

How do you grow at Target when your brand awareness is low and switching is not top of mind?

INSIGHT

Although Target shoppers don’t put much thought into how best to care for their clothes, once they try Persil, 32.5% switch permanently.

IDEA

Focus on reviews and samples to show guests that a simple shift in routine not only benefits their clothes, but also satisfies an unmet need for a better way to clean.

IMPACT

42% HIGHER SALES

for Feb wk. 3 vs. YA. Set up the brand for Q1 success and beyond. FINAL results pending.

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PRODUCT REPOSITIONING TO DRIVE TRIAL

ISSUE

How do you break through in a competitive category with a high barrier to switching brands?

INSIGHT

Shoppers want to provide the same level of love and attention to their pet family as they do their human family.

IDEA

Capitalize on spring health trends (detoxes) for humans and apply them to pets, with a strong incentive.

IMPACT

21% SALES INCREASE

vs YAG. Incremental SKU during the promotion.

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GENERATING IMPACT AT LAUNCH

ISSUE

Mars was underperforming competitors in the chocolate bar category, which is traditionally driven by an older audience.

INSIGHT

Younger shoppers are seeking new varieties and formats.

IDEA

Announce the new format by featuring characters trapped in the bar to bring a younger audience into the category.

IMPACT

21% INCREASE

in Mars’ share of category. M&M'S   new bar won Product of the Year.

®

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PRODUCT REPOSITIONING TO DRIVE TRIAL

ISSUE

How do you outpace whiskey category sales growth at BevMo?

INSIGHT

Novice whiskey shoppers crave expert guidance at shelf.

IDEA

Create a best-in-class, voice-activated, at-shelf sales experience.

IMPACT

DOUBLE-DIGIT SALES LIFTS

(vs. YAG). Improved customer experience. Increased PR activity.