Creating News to Fuel Category/Brand Growth

The Problem: A leading Brand in a highly competitive segment suffered five years of consecutive market share and sales losses due to an absence of product news and relevant, breakthrough consumer communications.

Our Solution: In-depth consumer research and analysis pointed to a number of areas of unclaimed territory in the minds of consumers. Through the process of exploring and testing new product claims and communication avenues, we succeeded in generating test results which beat all predecessors on key measures. Product reformulation and new messages were then brought to market, reestablishing the Brand.

The Result: Within three months, Brand consumption picked up and was soon outpacing the growing category by 4%. Similarly, Brand attitude and usage measurements all improved significantly at the expense of key competitors.