PRODUCT REPOSITIONING TO DRIVE TRIAL
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.
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
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.
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.
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.
®
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.
