Thwarting a Private Label Competitor Threat

The Problem: A global flagship Brand faced strong retail store brand competition with look-alike packaging merchandised side-by-side with their leading Brand. As a result, loyal consumers were finding acceptable, less costly alternatives to their typical purchases, accelerating losses for the flagship Brand.

Our Solution: While pursuing legal channels to protect trademarked package designs, a series of previously untested consumer insights were evaluated with loyal users. A meaningful new claim was discovered-that could only be made by our leading Brand-and displayed on packaging with strengthened graphics. In addition, the new packaging was shipped to customers in cleverly designed display-ready vehicles which eliminated the side-by-side shelf comparison.

The Result: Retailers applauded the new merchandising initiative and quickly placed reorders generating a 15.1% unit increase over Plan.