Success and Failures in Consumer Packed Goods

7/27/2019 Success and Failures in Consumer Packed Goods

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Successes and Failures in

Consumer Packaged Goods

Innovation and Marketing in 2011

Reflecting on stand-out NPD and marketing


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What is success?Success and failure comes in many forms

SUCCESS

FAILURE

Sales increase

Improved brand equity

Revitalized

Tapped into relevant trends

Received critical acclaim

Seizing the initiative

Re-writing the rules

Sales decrease

Withdrawn from sale

Courted negative publicity

Disengaged consumers

Ignored trends

Bad timing

Failure to react or evolve


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Theme one: Consumption ritual

Cases in this section:(click to navigate)

Chicago Town Takeaway Pizza

Birds Eye Bake to Perfection

Lucozade Sport Lite

A number of successes benefit by offering something unique

and experiential for a given consumption occasion. This often

involves effectively ritualizing product preparation and

consumption.

This can include a ritual around a given occasion or ritualizing

the unique manner in which a product is consumed. This helps

to create differentiation in increasingly cluttered markets aswell as generating occasion growth.

The Chicago Town Takeaway Pizza provides an example of a

product which has focused on specific stay-at-home

occasions, particularly in the way it has gone about naming

products (e.g. Film Feast) and its sponsorship tie-ins.

Another brand that is intrinsically associated with ritualisticconsumption is Lucozade Sport, which is positioned as the soft

drink of choice for exercise occasions. By adding a Lite

variety, it has broadened its target audience in an attempt to

move beyond this ritual.


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Chicago Town Takeaway PizzaEmphasizing premium indulgence to capture

dine-at-home consumers

WHAT?

WHY?

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FROZEN PRODUCT BOASTING PREMIUMPOSITIOING

Dr Oetkers Chicago Town Takeaway has achieved success

through its premium, indulgent positioning.

According to AC Nielsen, the brand was worth EURO 5.5m in

Ireland during the 52 weeks to January 2011representing a

132% year-on-year sales increase.

LINKING TO SOCIAL OCCASSIONS TO TAP INTODINE-AT-HOME TREND

The product has aimed for premium indulgence by

emphasizing that it contains more calories and is

generally more filling than rival frozen pizzas.

Dr Oetker has also sought to in intrinsically link the

brand to sociable occasions.

THE FROZEN CATEGORY IS WELL-PLACED TOTARGET FRUGAL CONSUMERS

The category is gradually catching up with chilled in

relation to consumer perceptions by focusing on

meeting consumer premium demands.

A prevailing dine-at-home trend is providing significant

opportunities for the category.

SUCCESS


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Birds Eye Bake to PerfectionCombining convenience and quality to revive

frozen food fortunes

WHAT?

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A CONVENIENT QUALITY PRODUCT BREATHINGNEW LIFE INTO FROZEN FOOD CATEGORY

Premium frozen food product designed to be cooked in

the bag.

A range of sophisticated fish dishes designed for mid-

week meal occasions.

CHALLENGES TRADITIONAL CONSUMERPERCEPTIONS ON FROZEN FOODS

Consumers appreciate the health benefits from eating

fish but lack confidence and inspiration.

The combination of premium ingredients, attractive

recipes and convenience overcame consumer

reservations over the quality of frozen foods.

ALTERING PERCEPTIONS BY IDENTIFYING SPECIFICNEEDS AND SUPPLYING INNOVATIVE SOLUTIONS

Consumers can be persuaded to change entrenched

views when provided with attractively presented

offers that meet relevant need states.

SUCCESS


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Lucozade Sport LiteAchieving a good health/taste balance

WHAT?

WHY?

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LOW CALORIE SPORTS ENERGY DRINKTARGETTTED AT LIFESTYLE CONSUMERS

In Q2 2010, GlaxoSmithKline (GSK) launched a new 50

calorie variety of Lucozade Sportunder the Sport

Lite sub-brand.

In 2010, Sport Lite generated sales of 12.1m and

accounted for 70% of growth in the product category.

CONSUMERS ARE DRAWN TOWARDS BEVERAGESTHAT ARE BOTH HEALTHY AND ENJOYABLE

GSK has positioned Lucozade Sport Lite towards lifestyle

consumers of sports energy drinks products.

Lifestyle users of sports drinks can be defined as those who

have little or no connection to sport/ exercise but deem

these beverages to be healthier to consume.

NON-CORE CONSUMERS OF SPORTS ENERGYDRINKS HAVE DIFFERING MOTIVATIONS

The sports nutrition category is benefitting from a

widening appeal among consumers.

Demand among lifestyle consumers is being impacted

by a rising understanding of the negative health

connotations of over consumption of calories.

SUCCESS


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Theme two: Hyper targeting

This theme reflects the high influence of the Individualism &

Expressionism Mega-Trend in shaping the direction of future

product and marketing innovations. In a world of proliferating

commodity choices, with each new product seemingly

imitative of the last, hyper targeting is a way of offering

enhanced relevance and meaning when consumers are looking

for a stronger emotional connection with the products they

buy.

Many brands have achieved considerable success with more

refined marketing and product formulations that address very

specific consumer interests and needs. Bot Water, for example,

was a relatively unsuccessful soft drink option for kids, but

realized that it was appealing to health-conscious adults, so

subsequently repositioned to significant success.

Occasion specific products are also potentially well placed to

meet shoppers increasingly sophisticated tastes and

requirements, especially if the selling point is based around a

health and/or enjoyment derived benefit.


Bot Water

Reckitt Benckiser Dettol soap

Rescue Remedy

Dove Bodywash

McCain India frozen foods

Cheesestrings Shots and Kerrygold

Cheddar


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Bot WaterRepositioning to target a newand more

lucrativeaudience

WHAT?

WHY?

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AN EXISTING SOFT DRINK TAKES ON A NEW

IMAGE

Bot Water had already been on the US market for

three years, positioned as a healthy children's soft

drink, when it decided to relaunch in April 2011.

The brand repositioned itself as a beverage marketed

specifically to a health-conscious adult demographic.

RELAUNCHING AS AN ADULT BEVERAGE SERVEDTO BROADEN CONSUMER APPEAL

Following the recession, Bot Water found itself

competing against cheaper juice pouches and

therefore at a disadvantage into a price-driven market.

Adults have been seeking alternatives to carbonates

and juices, creating an opportunity for the likes of Bot.

AGILITY IS KEY TO SUCCESS IN A DYNAMIC ANDUNPREDICTABLE FMCG LANDSCAPE

Quite simply, the more reactive a brand, the better

placed it will be to succeed in todays continuously

evolving consumer goods landscape.

Investment in consumer research will be crucial to

facilitating flexibility and ensuring brand relevance.

SUCCESS


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Reckitt Benckiser Dettol soapTargeting rural consumers with affordable products

WHAT?

WHY?

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CONSUMERS GROWING HYGIENE CONCERNSPersonal hygiene awareness is gaining momentum among

Indian consumers eager to address health challenges within

their developing society.

Dettol, while still owning a relatively low share of the Indian

soap market (9%), has more than doubled its penetration

rate in the last four years.

BRAND EXTENSION AND TARGETING A WIDERCONSUMER BASE

The respected Dettol name has allowed the brand to

expand its presence in other product categories associated

with personal hygiene.

A greater distribution network and targeting lower income

earners with more affordable products.

CONSUMERS IN DEVELOPING ECONOMIES AREBECOMING MORE CONSCIOUS ABOUT HYGIENE

Recent scares such as the bird flu epidemic have served

to raise awareness about cleanliness and hygiene.

Attentiveness to personal hygiene is not restricted to

the middle class, lower income earners are also paying

closer attention to avoiding becoming ill.

Source: (1) Business Standard, November 2011

SUCCESS


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WHAT?

WHY?

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AN ESTABLISHED BRAND WHICH HAS SEEN ASURGE IN SALES

The Rescue Remedy brand has recorded impressive

growth rates over the last year, with its Rescue Night

brand performing particularly well.

The product remains the clear leader in the UK herbal

stress relief category.

STRESS CONTINUES TO IMPACT SLEEPINGPATTERNS

The brand has increased its portfolio of naturally

formulated products, but has not significantly

increased spend on advertising.

Moreover, its main competitor brand has also

witnessed an increase in sales.

THE UKS NATURAL SLEEP REMEDY MARKET ISGROWING

This will increase in 2012 as economic uncertainty and

resulting stress levels continue to impact on sleeping

patterns.

The use of natural ingredients is paramount to success.

Rescue RemedyCapitalizing on rising stress and anxiety levels

SUCCESS


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Dove BodywashRelying on fable over fact

WHAT?

WHY?

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DOVE WANTED TO GROW SHARE IN A BUSYCATEGORY

Dove sought to increase its share of the body wash category

in China.

The brand launched a campaign that aimed to persuade

four million women to buy Dove Body Wash.

A DEGREE OF SKEPTICISM EXISTS TOWARDSSCIENCE-BASED CLAIMS

Although Dove proved more effective in clinical trials,

the campaign steered focus away from this.

Instead, the brand chose to compare and contrast the

product with milk, historically perceived to be a highly

effective skincare ingredient.

LEVERAGE FAMILIAR REFERENCE POINTS TOGARNER CONSUMER TRUST

Scientific evidence is not always the most persuasive

type of communication.

Leverage consumers background knowledge and

frame of reference in order to more effectively

position products.

SUCCESS


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McCain India frozen foodsCombining local and affordable

WHY?

HOW?

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CONVENIENCE AND THE POWER OF LOCALISMConsumer lifestyles demand increased convenience, but

frozen food is a relatively new and unfamiliar category

among Indians.

Localism is a major growth driver in consumer purchase

choices, for reasons such as trust, comfort, and familiarity.

MCCAIN ENHANCED LOCAL APPEAL AND ACCESSMcCain released a range of ethnically Indian frozen

foods to give the category more relevance to local

tastes.

Affordability was maximized through cheap trial packs,

suited to a wide income range and helpful to the

limited storage issues that inhibit frozen food uptake.

HARNESS THE FAMILIAR TO DRIVE NEW SALESGROWTH

Targeting local tastes is a powerful means of developing

appeal in relatively new categories.

Tailoring pricing/sizing strategy to increase access while

targeting value-for-money impulses in emerging markets

further amplifies the ability to drive growth.

SUCCESS


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Cheesestrings Shots and Kerrygold CheddarInnovation does not guarantee success in

mature or highly competitive markets

WHAT?

WHY?

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THE TWO PRODUCTS FAILED TO MAKE AN

IMPRESSION ON THE UK CHEESE MARKET

Cheesestrings shots was launched in 2009 as a

convenient dose of cheese for kids, but was

withdrawn in July 2011.

Similarly, Adams Foods took the same decision with

its Kerrygold range after less than a year on sale.

THE MATURE STATE OF THE MARKET HAS MADE ITNOTORIOUSLY DIFFICULT TO GAIN TRACTION IN

Shots proved not to be an appealing proposition for

kids and the product was overshadowed by the

subsequent launch of Cheesestrings Spaghetti.

Adams Foods decided that it was going to focus on

other, less competitive markets.

DIFFERENTIATION IS KEY IN MATURE MARKETS,BUT SIMPLY BEING DIFFERENT IS NOT ENOUGH

Kerrygold mature cheddar failed to convince

consumers that it offered something new enough to

make them consider switching brands.

While Cheesestring Shots were genuinely innovative,

the actual appeal simply was not there.

FAILURE


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Theme three: Trend crossover

Multi-benefit/multi-functional products are increasinglyimportant as a confluence of consumer trends influence

purchasing preferences.

There would appear to be particularly profitable opportunities

at the intersection of trends. For example, Sunmagic in the UK

effectively combined education about the healthiness of the

product (through social media) with a packaging redesign toemphasize sensory credentials to garner success in a cluttered

segment.

If manufacturers cannot straddle two trends, consumers will.

Because the intersection is founded upon two trends the

consumer need is likely to be stronger.

Manufacturers successfully straddling the crossover are likelyto be more richly rewarded as they are providing multiple

benefits by basing product offerings on more than one mega-

trend. The caveat being that the brand maintains a clear point

of differentiation and does not try to be all things to all people.


Heinz Beanz Fridge Pack

Sunmagic

Ricard

Aperol

First Cape Caf Collection

Omo Super Concentrated Liquid

Laundry Detergent


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Heinz Beanz Fridge PackIncreasing share through new pack formats

WHAT?

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NEW FORM OF PACKAGING FOR OLD FAVORITE

The iconic brand can now be purchased in a 1kg re-

sealable plastic container.

It is targeted at families and other heavy users to

provide greater options in use by allowing users to vary

portion size and store in the refrigerator for up to five

days.

THE PRODUCT MET CONVENIENCE, NUTRITION,AND SUSTAINABILITY DEMANDS IN ONE MOVE

It has sought to capitalize on decline in family meal

occasions and parental desire to control portions and

reduce food waste.

It also conveyed health and nutritional benefits in a

new way by increasing association with freshness.

LONG ESTABLISHED BRANDS CAN BENEFITFROM FRESH THINKING

CPG manufacturers can breathe new life into well -

established brands by identifying new applications.

Simple packaging changes can have a significant impact

on consumer perceptions of a brand.

SUCCESS


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WHAT?

WHY?

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RE-LAUNCHED BRAND SEES HUGE GROWTH IN

SALES

The re-launch of the Sunmagic brand in the UK juice

market has yielded impressive growth, with the brand

continuing to break sales records.

Brand awareness is set to further increase in 2012

because of a deal signed with ASDA supermarket.

A SUCCESSFUL COMBINATION OF HEALTH AND

SENSORY APPEAL

The brand educates consumers about the associated

health benefits of its drink portfolio, while colorful on

pack pictures convey quality and taste.

Social media has been used to raise brand awareness

while ethical credentials have not been over-promoted.

TARGETING MULTIPLE TRENDS CAN SIGNIFICANTLY

ENHANCE PERCEPTIONS OF VALUE

It is crucial that consumers do not feel they are trading

off between health and sensory appeal when

purchasing soft drinks.

Ethical credentials are important to consumers but

should not be over-promoted at the expense of more

favored attributes like health and taste.

SunmagicSuccessfully combining health and sensory appeal

SUCCESS


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RicardCombining modernity and heritage in pack design

to reinvigorate an iconic brand

HOW?

WHY?

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BRINGING OUT DISTINCTIVE GRAPHIC FEATURES

INTEGRAL TO THE BRANDS PERSONALITY

Ricard discovered that the cartouche logo was the symbol

of the brand and everything in the new bottle design stems

from that.

Ricard struck an appropriate balance between creativity and

loyalty to established brand values.

BRAND RENOVATION TO MAINTAIN RELEVANCE

The Ricard bottle was identified as the primary factor

in need of refreshment to enable the iconic French

brand to sustain marketplace relevance.

It was deemed a route to attracting a new generation

of consumers and new way of engaging with existing

and loyal drinkers of Frances favorite aperitif.

PACKAGING DESIGN IS EVEN MORE IMPORTANTFOR ICONIC BRANDS

Updating product packaging, especially for well-

established heritage brands, is a complex exercise.

A balance between making adjustments to keep the

brand identity current, and staying true to core brand

principles, can offset the risks of updated pack design.

2011 marketing

design awards

winner: packaging

SUCCESS


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AperolSuccessfully expanding its geographical reach

beyond its core Italian market

WHY?

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APEROL HAS SUCCESSFULLY POSITIOINED ITSELF

AT THE INTERSECTION OF KEY CONSUMER TRENDS

Aperol has hit the sweet spot of taste and refreshment,

low ABV and effective pairing with food.

Focusing on the signature Spritz cocktail serve, it has

made effective use of the on-trade, appealing to younger

drinkers on vibrant sociable occasions.

BUILDING MOMENTUM ACROSS WESTERN

EUROPE

Aperol has expanded aggressively throughout Italy and has

quickly established a strong presence in other European

markets, most notably Germany.

During the first nine months of Gruppo Camparis 2011

financial year, sales of Aperol in Germany grew 103%.

DIFFERENTIATED SPIRITS CAN STILL PROSPERAlcohol brands that can meet emerging consumption trends

and boast differentiated positioning are strongly placed to

weather the economic storm.

There are opportunities within low-alcohol space, if the

product is not seen as comparatively inferior or contrived

and has an authentic positioning.

WHAT?

SUCCESS


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First Cape Caf CollectionTargeting health and sensory appeal

WHAT?

WHY?

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ALIGNING WITH THE HEALTH TREND WILL BECRITICAL FOR THE ALCOHOLIC DRINKS CATEGORY

Health will become a key battleground for alcohol

innovationget it a right and its a money-spinner.

Success in this instance has been achieved by marrying

health concerns and not diminishing the sensory

attributes, creating a win-win for consumers.

A WINE TO MEET HEALTH NEEDSFirst Cape launched its lighter style Caf Collection wine in

white, red, rose and sparkling varieties in 2009.

The product has a low alcohol content at 5.5%, less than half

the average alcohol content of most wine brands (13%), and a

low calorie content too, with 25% less calories than standard

wine (60 calories per 125 glass).

CONSUMERS GROWING NEEDS FOR LIGHTER WINESTYLES

Drinkers are becoming increasingly diet conscious as the

health trend permeates all aspects of their lifestyles.

Alcohol brand owners are under growing pressure to

ensure their product range is varied enough not to

alienate the health conscious consumer.

SUCCESS


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Omo Super Concentrated Liquid Laundry Detergent

Combining ethicality with convenience

WHAT?

WHY?

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DETERGENT THAT TICKS THE ETHICAL AND CONVENIENCE BOXES

In line with its commitment towards doubling its business while reducing its

environmental impact, Unilever Brazil launched in July 2010 the concentrated

liquid version of Omo laundry detergent.

In August 2011, the product - which combines high performance with stain

removal - was launched in a larger 1.05 litre package - equivalent to 3 litres of

a regular detergent.

ETHICAL CREDENTIALS AND CONVENIENCE ARE A SUCCESSFULPAIRING

Consumers are more aware of environmental and ethical concepts and

feel growing pressure to change the way they live.

Convenience is increasingly important for Brazilian women, who are

playing a stronger role in the economy and feeling time-poor.

ETHICAL SHOULD BE COMBINED WITH CONVENIENCE BENEFITSConsumers will nearly always prioritize product quality and convenience over

ethical benefits.

While ethics are important for Brazilians in their choices of household

products, time-saving features such as ease of use, ease of storage, and

multipurpose benefits are increasingly gaining attention of time-poor

consumers.

SUCCESS


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Theme four: Formulation for success

Beyond the sensory profile of food and beverages,it is oftenthe nutritional credentials associated with ingredient

composition that influence product acceptance and rejection.

The same increasingly applies to personal and household care

too.

The examples presented in this section of the analysis

demonstrate that consumer preferences are far from one-dimensional.

Accordingly, Datamonitor advocates a proactive stance towards

health-driven reformulation within the context of a three-

tiered approach to innovation.

This will allow manufacturers to manage a product portfolio

catering for differing needs and occasionschief among them,goods which reflect the consumer desire for better-for-me or

good-for-me products, or those which offer genuine

uncompromised indulgence.


B The Honey Cachaa

Dippin Dots

Aquafresh Ultimate Toothpaste

Twinings The Earl Grey

WKD Purple and Lucozade

Vaalia Innergy

Densia


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WHAT?

HOW?

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FLAVOR INNOVATION TO BUILD MOMENTUM

B is a cachaa with reduced alcoholic content (21%),

honey and lemon, designed by Formula 1 driver Nelson

Piquet Jr.

B was introduced in Q1 2011 with the aim to reach

both the Brazilian and international markets and

compete against premium vodkas.

FOLLOWING THE STEPS OF PARENT BRANDSLighter and flavored versions of Brazilian cachaa is

increasingly popular at pubs, restaurants, and

nightclubs in Brazil.

The brand utilized the existing strength of parent

brandssuch as Santa Dose to enhance the

credibility and allure of the new offering..

FLAVOR AND BRAND IMAGE ARE CRITICAL INGROWING ALCOHOLIC BEVERAGE CATEGORIES

The transition of product image from a popular and low-end

alcoholic drink to a sophisticated and high-end beverage

requires the visual identity and branding to strongly appeal

to aspiration-driven consumers of the beverage.

B The Honey CachaaLeveraging sophistication for a high-end positioning

SUCCESS


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Dippin DotsStruggling to push sales to the next level

WHAT?

WHY?

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DIPPIN DOTS IS AN ICE CREAM THAT PRIDES

ITSELF ON BREAKING FROM CONVENTION

Dippin Dots are small balls which are flash-frozen in liquid

nitrogen, making it an extremely different proposition from

traditional ice creams.

However, the company has run into financial difficulty and

has filed for bankruptcy protection.

DISTRIBUTION ISSUES AND A HIGH PRICE POINTHAS STOPPED SALES REACHING THE NEXT LEVEL

A lack of grocery store presence has meant that consumers

cannot buy it as conveniently as they can with many

competitors products.

A high price premium has also proven a big barrier at a time

when most are being prudent.

NOVEL PRODUCTS ARE INTERESTING BUT MOSTCONSUMERS THINK RATIONALLY LONG-TERM

Unique products can inspire consumers and certainly

drive trial consumption.

However, many consumers are thinking with their

wallets, and opting for trusted products at lower

prices.

FAILURE


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Aquafresh Ultimate ToothpasteImproving shelf appeal through innovative packaging

WHY?

WHAT?

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INNOVATIVE PACKAGING ATTRACTS ATTENTION

By focusing on protecting both the visible tooth and below

the gum line, GSK has addressed growing consumer concern

about gum disease.

A bold approach to packaging design created improved

stand-out on the shelf, ensuring the primary and retail-ready

pack worked together to good effect.

A PREMIUM LOOK FOR A 30 YEAR OLD BRAND

GSKs Aquafresh brand was launched in 1973.

Aquafresh Ultimate was launched as a premium whole

tooth protection in 2011, strengthening both the 30% of

the tooth that is visible, while safeguarding the remainder of

the tooth by helping to keep the gum seal tight.

PACKAGING; A KEY PART OF THE MARKETING MIXPackaging design plays an important role in ensuring that

new products are noticed in a crowded market.

An openly collaborative approach to new product

development can ensure that the individual elements of

the product and pack design complement one another to

support the overall brand proposition.

SUCCESS


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Twinings The Earl GreyThe pitfalls of tinkering with established brands

WHAT?

WHY?

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NEW FORMULATION FOR ESTABLISHED,

TRUSTED BRAND

Twinings was founded in 1709 and introduced Earl

Grey tea in 1831.

The Earl Grey brand was launched in April 2011 as a

new and improved product, but the original was

subsequently reintroduced in August.

UNDERESTIMATING CONSUMER ATTACHMENTThe new product drew heavy complaints from

customers on official websites and social media sites ,

resulting in significant negative press comment.

The company misjudged the extent to which taste is a

highly personal and important feature for such a

traditional brand.

GUIDE CONSUMERS THROUGH CHANGEBrand owners must recognise the impact on brand

heritage when considering product reformulations and

ensure that changes are fully explained.

Social media provides a useful forum for brand owners

to communicate with consumers but can also be a

convenient focus for consumer discontent.

FAILURE


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WKD Purple and LucozadeBuilding incremental sales with desirable flavor

extensions

HOW?

WHAT?

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TESTING THE WATER: ASSESSING CONSUMER

SENTIMENT AND SALES PERFORMANCE

Both extensions generated high levels of interest in the

respective pre-launch research.

Both utilized the existing strength of iconic [parent]

brands to enhance the credibility and allure of the new

offerings.

FLAVOR INNOVATION TO BUILD MOMENTUM

WKD Purple and Lucozade Energy Blackcurrant were

introduced in Q1 2011 with similar aims: to drive sales

incremental to their respective categories.

WKD Purple has become a permanent fixture in the WKD

brand stable. For Lucozade, flavor extensions remain an

innovation tactic having worked so well.

FLAVOR PORTFOLIO MANAGEMENT IS CRITICAL INGROWING CATEGORIES. SO TOO IS LISTENING TO,

AND ACTING ON, CONSUMER FEEDBACK

Listening and responding to customers is so basic and yet so

fundamental.

Flavor alone can often determine brand success.

SUCCESS


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Vaalia InnergyBalancing emotional and rational appeal

WHAT?

WHY?

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HEALTH DRINK BOASTING TWO TARGETED

BENEFITS

Vaalia Innergy is a probiotic drink that supports both

digestive and immunity health.

The product was awarded the Best new functional

dairy product award in recognition of its innovation.

CONUSMERS ARE INCREASINGLY PURSUINGTARGETED HEALTH SOLUTIONS

A significant proportion of consumers now actively

buys food and drinks that claim to improve digestive

and immunity health.

An even greater proportion is interested in, but not

actively buying, these products.

ADDRESSING BOTH EMOTIONAL AND RATIONALPURCHASE MOTIVATIONS IS IMPORTANT

Rational reasoning can persuade consumers that a

product will work.

Aspirational marketing creates the anticipation that

can ultimately drive behavioral change among more

resistant consumers.

Best new functional dairy product:

SUCCESS


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DensiaBenefiting from fast growth in incomes and changes in diets

WHAT?

WHY?

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YOGURT BOASTING CALCIUM BENEFITS

Densia is the newest yogurt launched by Danone in Brazil,

targeting women over 30.

It contains a double dose of calcium compared to other

traditional yogurts, and vitamin D to help the absorption of

calcium in the body.

HEALTH-ORIENTED CONSUMERS HAVE SOPHISTICATED

DIETS TO ADDRESS SPECIFIC ISSUES

Tapping into the revolutionary launch of Activia in 2004yogurt

with digestive benefits targeted at womenDanone wanted to

increase sales in Brazil by 20% in 2011.

According to the Brazilian Osteoporosis Study, nine in ten

women in Brazil do not consume enough of calcium.

POWERFUL PRODUCT INNOVATION NEEDS TO BECOMBINED WITH STRONG MARKETING

Aspiration-driven consumers in Brazil enjoy new product

experiences. However, they need to be convinced that the

product represents true value for money.

Strong marketing campaigns promote brand awareness while

awakening consumers emotional needs, stimulating purchase.

Densia yogurt supports the Steady

and Strong campaign againstosteoporosis, ideated by the Brazilian

Society of Clinical Densitometry

(SBDens), the Brazilian Society of

Osteoporosis (SOBRAO), and the

Brazilian Society of bone and mineral

metabolism studies (SOBEMOM).

SUCCESS


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Theme five: Beware the halo effect

The introduction section highlighted the negative implications

of the halo effect of being overly influenced by a highperformer. This short section focuses exclusively on examples

of failures. In these instances, the brands in question made ill-

fated decisions seemingly based on the previous success of the

concepts, brands or individuals against which the respective

innovations were anchored.

MGD 64 Lemonade was a product which went after the holygrailthe female beer drinker. The lemonade had a less bitter

taste than ordinary beer to reflect this, as well as a low calorie

content. However, the softness of the taste only served to

lessen the authenticity of the beer, greatly reducing its appeal

to both genders.

Understanding what halo effects that may inhibit your brand is

a critical route to success. For example, organic products havehad such a halo for years. While desirable to some consumers,

may automatically overlook organic brands because they deem

them to be expensive. Appreciating this, Rachels removed the

word Organic from its brand name, instead focusing on the

way it is produced.


Diet Pepsi Skinny Can

Stella Artois Cidre

Rachels and Ellas Kitchen

MGD 64 Lemonade


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Diet Pepsi Skinny CanDiluting the impact of packaging innovation

WHAT?

WHY?

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NEW PACK DESIGN

New packing format for Diet Pepsi brand supplied in 12

oz format.

Presented as a taller, stylish product version and

launched in February 2011 to coincide with New York

Fashion Week.

LAUNCH ATTRACTS NEGATIVE PUBLICITYAlthough the new packaging shape was admired, the

overall marketing campaign was less well received.

The use of the tem Skinny Can and the campaigns

associated celebration of tall, beautiful women found

little favor with health bodies, media commentators

and consumers alike.

CPG MANUFACTURERS MUST TAKE STOCK OFWHAT EVERY ASPECTS OF A PRODUCT SAYS

ABOUT THEM

Packaging has an important role to play in developing

an overall brand image.

Marketers should ensure that product repositioning is

aligned with the brand image they want to portray.

FAILURE


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Stella Artois CidreLeveraging alcohol brands across sectors

WHAT?

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SUMMERTIME LAUNCH FOR CIDER

In April 2011, ABInBev UK Ltd launch a new Cidre

(Cider) under its Stella Artois brand name, specifically

for the UK market.

The product was made available in a 568ml glass

bottle, and a 440ml metal can.

AS BEER SALES DECLINE IN THE UK, CIDER SALES

ARE BOOMING

Beer sales in the UK have been in decline as younger

consumers increasingly look to cider and spirits.

In the face of declining sales, ABInBev looked to the

burgeoning cider category, adjacent to the beer

category, to drive brand sales.

CHANGING MARKET DYNAMICS INTENSIFIES THENEED FOR PORTFOLIO MANAGMENT

Leveraging brands across alcoholic beverage sectors

highlights the importance of the brand in the UK.

Cidre highlights how the product story and provenance

is increasingly superseding heritage in alcoholic

beverage product marketing in developed markets.

SUCCESS


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Rachels and Ellas KitchenMaking organic merely a supporting or even

background message

HOW?

WHY?

TAKE-

OUT

ENSURING ORGANIC CREDENTIALS SUPPORT,

RATHER THAN LEAD, THE VALUE PROPOSITION

In 2009, Rachels Organic dropped the word Organic

from the brand name. In 2011, the brand is defying

sector norms with strong growth.

Likewise, Ella's Kitchen toned down the organic

message in a recent packaging revamp.

FRUGAL AND SKEPTICAL CONSUMERS ARE

FINDING REASONS TO SWITCH FROM ORGANICS

Sales of organic food in the UK have fallen as value

conscious consumers, unconvinced about the organic

moniker, overlook the category.

Quite simply, organic is seen in some categories as an

unnecessary expense.

THE ORGANIC MONIKER ALONE WILL RARELY BEENOUGH TO ENTICE LONG TERM LOYALTY

Organic productionand the positive connotations

surrounding thatshould be just part of the price premium

justification. It starts with a great product, organic or not.

Organic food and drinks must be delicious, well-packaged

and competitively priced.

SUCCESS


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MGD 64 LemonadeFailing with flavor in the beer category

WHAT?

WHY?

TAKE-

OUT

A LOW CALORIE FLAVORED BEER

In May 2011, Miller MGD 64 Lemonade beer, a limited

edition summer-time low-calorie beer, designed to compete

more with summer spirits, was launched in the US by Miller

Coors.

MGD 64 Lemonade was discontinued after less than three

months on the market.

FEMALE DRINKERS ARE AN UNDER REPRESENTED

DEMOGRAPHIC IN US BEER

The product was targeted towards 24-34 year olds and

skewed more female than heavier beers.

With a sweeter taste and only 64 calories, the brand

was designed to broaden beers appeal.

DISTINGUISHING BETWEEN A FLAVORED BEERAND BEER WITH FLAVOR

Taste is one of the key reasons why female consumers

shun beer, finding the bitterness too intense.

The product aimed to lower the bitter taste of beer for

women but was perhaps seen as lacking in authenticity

relative to craft beer or HardLemonade.

FAILURE


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Theme six: Brand relevance

The following examples are testament to the importance ofdelivering to consumers exactly what they want, when and

where they want it. By doing this, and minimizing customers'

time and effort, companies can reap significant rewards

The examples also highlight that the idea of products being

lifestyle supportingis especially important in the current

economic austerity.

In nearly all cases, the brands have performed well because the

product offering has been adjusted to reflect consumers

changing circumstances or because the positioning exudes

relevance.

Therefore, many of the examples are testament to great

marketing as much as they are about the inherentinnovativeness of the actual product features/benefits.


Daloon

Minute Maid Pulpy

HP Guinness Sauce

Fat Foam

Yellow Tail

Budweiser

Vitasoy


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WHAT?

WHY?

TAKE-

OUT

DALOON HAS REVISED ITS PRODUCT PORTFOLIO

Daloon has revised its range of ethnic mini dishes,

improving the filo pastry of its Chinese dishes and

looking to give its onion bhajis a more authentic

positioning.

Sales of the brand rocketed in the aftermath of the

new and improved range being released.

QUALITY AND VALUE HAVE BECOME PIVOTAL

Consumers are socializing at-home more regularly and

feel reassured that the mini dishes offer a level of

quality associated with foodservice dining occasions.

The products are also presented in a frozen format

which appeals to consumers concerned about throwing

away food that is past its sell-by date.

CONSUMERS ARE LOOKING TO SAVE MONEY

WITHOUT COMPROMISING THE OCCASION

The majority of UK consumers do not believe that

freezing food compromises taste.

Consumers are looking to make socializing occasions

more cost effective, while remaining reluctant to

sacrifice the quality associated with eating out at

restaurants.

DaloonImproving sensory attributes in the frozen food sector

SUCCESS


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Minute Maid PulpyA blueprint for successful regional R&D investment

WHAT?

WHY?

TAKE-

OUT

JUICE BRAND TAILORED SPECIFICALLY FOR THE

CHINESE CONSUMER

In 2011, just five years after it was launched, it was

announced that the Minute Maid Pulpy brand had

achieved annual global retail sales of more than $1bn.

Initially launched in China, the brand is now among the

major juice brands in regions across the world.

WESTERN MANUFACTURERS ARE INCREASINGLY

SEEKING LOCAL REGIONAL R&D SOLUTIONS

The Minute Maid Pulpy brand was developed at Coca-Colas

Shanghai R&D centre and tailored to meet the specific needs

and demands of the Chinese consumer.

The launch has highlighted the companys commitment to

developing new products for local markets.

WESTERN BRANDS CAN NO LONGER JUST EXPECTBRANDS TO TRANSLATE TO EMERGING MARKETS

Rising living standards, contrasting cultures and the growth

of regional players are making it difficult for Western brands

to gain success in emerging markets.

Reverse innovation is a trend that presents significant

long term opportunities.

SUCCESS


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HP Guinness SauceFailing to create engagement among consumers

WHAT?

WHY?

TAKE-

OUT

HP LAUNCHED A SAUCE IN COMBINATION WITH

GUINNESS

The product is an attempt to tap into the popularity of

both the HP and the Guinness brands.

The sauce is positioned primarily at males in their 20s

and 30smany of them potential Guinness drinkers.

GROWTH IN SAUCES LIES OUTSIDE THE BROWN

SAUCE SUB-CATEGORY

In the UK, the brown sauce sub-category is stagnant

compared to others such as BBQ sauce.

However, consumers have yet to respond to marketing

initiatives by demonstrating a visible love for the

product.

BRAND NAMES ALONE ARE RARELY ENOUGH TOFULLY ENGAGE CONSUMERS

While brand fans tend to experiment with extensions,

they will not continue this in the long-term if the

product does not satisfy.

The internet is a powerful medium for engagement

brands need to utilize it to its fullest potential.

FAILURE


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Fat FoamDemonstrating that private labels can lead the

way in innovation

WHY?

HOW?

TAKE-

OUT

OVERCOMING THE HIGH BRAND LOYALTY THAT

SHAPES THE HAIR COLORING CATEGORY

Consumers are typically adverse to trying private labels

and new brands in the hair colorant category due to

the high perceived risk of product failure.

Walmart recognized that to succeed in this market with

a private label offering, innovation would be key.

MAXIMIZING THE PRIVATE LABEL THREAT WITH A

FIRST TO MARKET STRATEGY

Walmart launched Fat Foam onto the US haircare market

more than six months ahead of its national brand

competitors.

Simply being first to market enhanced the perceived

exclusivity and value of its private label proposition.

THE PRIVATE LABEL THREAT CANNOT BE IGNOREDPrivate labels are competing more intensively with

national brands for first mover innovation and

consumer choice.

Manufacturers are under growing pressure to create

more exclusive versions of branded products to

increase their (perceived) distance from private labels.

SUCCESS


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Demystifying wine for the Chinese consumer

WHAT?

WHY?

TAKE-

OUT

AUSTRALIAN WINE BRAND GROWING IN CHINA

In 2008, Yellow Tail, an Australian grape-based wine

brand from Casella Wines, was launched in China.

Elements of packaging were modified for the Chinese

market to aid brand recognition and drive range

differentiation.

TECTONIC SHIFT IN THE WINE MARKET TOWARDS

EMERGING MARKETS

The growing middle class consumer base with greater

disposable income is increasingly looking to display

their wealth with western brands.

Greater affluence is manifested in a greater imported

wine consumption .

ALTERNATIVE BRAND COMMUNICATION ISREQUIRED IN CHINA

Consumers education into wine, via product marketing, is

vital to drive wine consumption in China.

Easy to recognize packaging and the flavor profile are the

two key drivers of brand success in China.

Yellow Tail SUCCESS


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WHAT?

WHY?

TAKE-

OUT

SALES OF BUDWEISER ARE DECLINING IN ITS

HOME MARKET

Budweiser has witnessed a massive decline in sales of

its flagship product in the US off-trade market over the

last six years.

The fall has been despite promotional campaigns

aimed at appeal of the brand among younger drinkers.

LIGHTER AND IMPORTED BEERS ARE RISING

As consumers become more attentive to their weight

and dietary patterns, they are turning to low calorie

beers more often, particularly as they do not believe

enjoyment will be compromised

The importance of social status is also driving sales of

imported and craft beers.

EVEN THE MOST ESTABLISHED BRAND CAN

BECOME DATED

Evolving attitudes and behaviors means that even the

most established of brands can become misaligned

with consumer need states.

This means that heritage and pricing strategies alone

are not enough to maintain brand equity and consumer

loyalty.

BudweiserLosing share to import and low calorie alternatives

FAILURE


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VitasoyEnhancing the relevance of a heritage brand

WHAT?

HOW?

TAKE-

OUT

A HOUSEHOLD NAME THAT LACKED RELEVANCE

Vitasoy is an established brand of soy drink in Hong

Kong.

The brand enjoyed a remote relationship with

consumers in their 20s, and was tasked with engaging

and creating lifelong relationships with this segment

UPDATING A TRADITIONAL MEDIUM

Vitasoy introduced limited edition packaging with 70

different greeting messages that consumers could give

to their friends and loved ones

The brand also launched customizable packaging that

allowed consumers to create personal messages

USE PRODUCT CONSUMPTION AS A VEHICLE FORSELF-EXPRESSION

Consumers place a great deal of importance on

choosing brands that reflect their personality

Brands that inspire consumers and nurture their

creativity are more likely to establish long-term

relationships with them

SUCCESS


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Theme seven: Winning from white space

White space is simply unoccupied space in the market that is

defined in terms of unmet consumer needs or needs that are

not totally fulfilled by existing products in the landscape.

White space can be prevalent because current products do not

perform a particular function that a consumer needs. It can

also represent emotional space; i.e. products not having an all-

important emotional draw for consumers.

The examples here show that even in an increasingly cluttered

segment such as yogurt, there are opportunities to carve out a

growth area (e.g. Chobanis Greek yogurt).

The cases also illustrate that just because a brand is a market

leader, it may not be fulfilling important consumer needs

associated with that given category.


Vita Coco

GoodBelly

Chobani

U By Kotex

LOreal

Yum! Brands in China

Tide Dry Cleaners

Kelloggs Krave

Wodka Vodka


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WHAT?

WHY?

TAKE-

OUT

VITA COCO DOUBLED ITS YEAR-ON-YEAR SALES

Vita Coco continues to increase its portfolio of coconutwater beverages with new flavors and has launched its

first nationwide advertising campaign in the US.

The brand has more than doubled its year-on-year

revenue in the rapidly growing US coconut water

market.

A CROSSOVER OF NATURAL AND FUNCTIONAL

Coconut water is linked with an array of health benefits

and offers consumers additional nutrition benefits

without the use of artificial ingredients in formulation.

Moreover, the use of celebrity investors and

ambassadors has helped boost the brands appeal

among image-conscious younger consumers.

NEW HEALTH TRENDS ARE ALWAYS EMERGING IN

THE US

Although consumed in South America for decades, the

US coconut water market is a functional beverage

market which is in its relative infancy.

The use of celebrity endorsement and promotion of an

array of health benefits highlights how Americans are

still responsive to the emergence of new health fads.

Vita CocoWitnessing rapid growth in a new market

SUCCESS


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WHAT?

WHY?

TAKE-

OUT

A PROBIOTIC RECORDING LARGE SALES GROWTH

GoodBelly is a non-dairy probiotic beverage that hasbeen launched in the US , achieving impressive growth

rates.

The brands positive performance has come despite

minimal investment in advertising, with word-of-

mouth relied on as its main marketing channel.

FLAVOR AND SIMPLE MARKETING RAISE APPEAL

The formulation of probiotics in a juice means more

scope for the brand to boast product to boast a variety

of flavors. This means that the drink is not positioned

purely for functional purposes as with some probiotics.

Simplified and humorous marketing has helped the

brand to address a serious issue in a lighter manner.

ATTENTION TO DIGESTIVE HEALTH IS RISING

The number of US consumers suffering from gut health

problems is growingand will continue to do so.

More awareness is being given to an area of health

that previously had much stigma attached to it.

Products that offer taste as well as easy-to-understand

functional benefits are well placed to perform well.

GoodBellyTargeting gut health sufferers in a fun and simple manner

SUCCESS


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ChobaniChanging perceptions to take on the big players

WHAT?

WHY?

TAKE-

OUT

GREEK YOGURT HAS INVIGORATED THE ENTIRE

CATEGORY DUE TO ITS HEALTH CREDENTIALS

It is comparatively healthy compared to traditional

yogurt favorites in the US.

Brand heritage has been used as a key differentiator

and a means of communicating health benefits.

CONSUMERS ARE SEEKING OUT INDULGENCES

THAT LESSEN FEELINGS OF GUILT

An increasingly educated consumer is becoming more

disposed to feelings of guilt after eating or drinking

something perceived to be bad for them.

Guilt-free indulgences are therefore highly sought-after as

a means of overcoming this growing problem.

EVEN ESTABLISHED MARKET LEADERS AREVULNERABLE TO NEW PRODUCTS THAT SATISFY

VERY REAL CONSUMER NEEDS

Consumer needs are being met in new ways all the

time.

Failing to identify potential through understanding

what consumers want can prove disastrous.

SUCCESS


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U By KotexBringing life to a sleeper brand by challenging

category norms

WHY?

HOW?

TAKE-

OUT

KOTEX HAD AQUIRED A DATED BRAND IMAGE

WHICH LACKED CONSUMER APPEAL

Despite inventing the feminine hygiene category back

in 1920, the Kotex brand had experienced category

decline and share erosion in recent years.

The brand had fallen foul of an old-fashion image and

was failing to stand out amid rising competition.

USING BOLD BRAND DESIGN AND MARKETING TO

STAND OUT AMONG CATEGORY CONVENTIONS

Kotex used unconventional packaging designs coupled with

a franker tone of marketing to achieve standout appeal

among a younger audience.

Breaking through category taboos and offering product

relevance has revived Kotexs consumer relations.

BRANDS SHOULD NOT OVERLOOK THE IMPACT OFDESIGN IN THE MARKETING MIX

Packaging forms an integral part of a brands overall

image and allure, particularly when facing a

differentiation challenge in an overcrowded market.

If leveraged effectively, packaging will serve to create

more emotive consumer-brand engagements.

SUCCESS
http://www.ubykotex.com/


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LOrealAdopting a new strategy for growth

WHAT?

HOW?

TAKE-

OUT

A BUMPER 2011 FOR LOREAL

LOreal posted impressive growth of 5.8% in North America

in the first half of 2011, markedly ahead of the 3.5% growth

forecast for the US beauty market.

LOreal even achieved growth in segments such as salon

hair care, which experienced broader market declines.

A THREE-PRONGED STRATEGY TO FUEL MARKET

GROWTH

LOreals 2011 market success was due, in large part, to its

focus on the US market, coordinated marketing across all

brands, and increased digital marketing.

This three-pronged strategic approach aimed to make the

company both stronger and more flexible.

BREAKING RANKS WITH GLOBAL COMPETITORSCAN ENHANCE MARKET FOOTHOLD

In an overcrowded and competitive market landscape, a

differentiation strategy is key to brand success.

Ultimately it will be brands that distinguish their company

strategy from their competitors that can hope to gain market

share.

SUCCESS


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Yum! Brands in ChinaThe benefits of acting local in a complex and

diverse emerging market

WHAT?

WHY?

TAKE-

OUT

ADOPTING A LOCAL APPROACH TO A GLOBAL

EXPANSION

Yum! has sought to expand rapidly in the lucrative

Chinese foodservice market.

It has added local dishes to its menus in China, as well

as opening foodservice outlets which serve more

traditional Chinese cuisine.

CONSUMERS RESPOND TO BRANDS THAT

UNDERSTAND THEIR PREFERENCES AND NEEDS

Menus which account for local tastes and delicacies have

ensured that Chinese consumers feel they can relate to

traditionally Western brands.

This is especially vital as Chinese consumers place a large

amount of importance on food being local.

CONSUMERS DO NOT WANT TO BE TREATED ASONE HOMOGENOUS GROUP

While consumers are often drawn to quick service

restaurants for common reasons (such as convenience

and value) they all have their own preferences.

Individualism is an important trend that is growing in

significance, with this example demonstrating why.

SUCCESS


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Tide Dry CleanersInnovative expansion of an iconic brand

WHAT?

WHY?

TAKE-

OUT

A SUPRISING FORAY INTO THE DRY CLEANING

BUSINESS

Procter and Gamble (P&G) ventured into the US dry

cleaning industry with the launch of Tide Dry

Cleaners.

With no expertise running a retail operation, P&G

collaborated with Cisco to build its store concept.

CONSUMERS ARE CALLING FOR A SUPERIOR

STANDARD OF DRY CLEANING

Brand research showed US consumers to be largely

dissatisfied with their current dry cleaning service, hinting of

a market opportunity for the Tide brand.

The aim was to develop a new retail concept that

differentiated Tide from typical dry cleaning stores.

BRANDS IN SATURATED MARKETS SHOULD LOOKTO EXPAND BEYOND THEIR CORE COMPETENCIES

Bold forays into new industries can serve to deepen

consumer loyalties to a brand, while simultaneously

minimizing the risk of cannibalization .

This usually requires collaboration with partners that have

expertise in the new target category/industry.

Tide Dry Cleaners was theUltimate Hub Prize Winner (best

of the best) in the 2011 Hub Prize

Competition for excellence and

innovation in retail. Tide was

selected from a competitive pool

of 80 applicants.

SUCCESS


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Kelloggs KraveCapitalizing on white-space in a highly mature

market segment

HOW?

WHY?

TAKE-

OUT

A DEDICATED FOCUS ON INDULGENCE AND

ENGAGING SOCIAL MEDIA EXECUTION

Borrowing from one of its French brands, Kelloggs focused

purely on taste and enjoyment with Krave.

Recognizing the pervasive role of social media in young

adult lifestyles, Krave delivered deeper levels of brand

engagement through sustained social media activity.

A NEED TO ENTICE NEW OR LAPSED CUSTOMERS

UK consumers are buying less cereal , turning to otherbreakfast alternatives including yoghurt, cereal bars

and porridge oats.

The transition from tween and teen years into young

adult life is a further challenge. This cohort outgrows

their childhood favorites and thus drop out of cereals.

LARGE COMPANIES IN PARTICULAR CAN SEIZE

AND ADAPT PRE-EXISTING BRANDS TO PROFIT

FROM WHITE-SPACE OPPORTUNITIES ELSEWHERE

This partly explains why going forward, Kellogg's planned

strategy for the US is to take brands successful in one market

and launch in another.

Krave has been labelled a proven idea to

drive Kelloggs innovation-led growth in 2012For 2012, we expect nearly $900 million in

innovation, driven by proven ideas such as Krave

cereal in the US

Kelloggs President and CEO,

quoted at the Kellogg Q3

November 2011 Earnings Call

SUCCESS


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Wodka VodkaProviding affordable luxury

WHAT?

WHY?

TAKE-

OUT

ALCOHOLIC SPIRIT BOASTING DIFFERENTIATED

AFFORDABLE PREMIUM POSITIONING

Wodka Vodka boasts a differentiated affordable luxury

positioning, holding strong taste credentials but at the same

time appealing to a more frugal consumer.

It has started strongly since its launch in the US gaining

particular resonance among the embattled on-trade.

WODKA HAS BEEN SUCCESSFUL IN

COMMUNICATING ITS UNIQUE POSITIONING

Wodka has successfully exploited the trend towards

affordable luxury, successfully bringing a product to the

market with good taste at a low price point.

The brand has also been adept at communicating its

credentials to consumers.

A MORE FRUGAL CONSUMER IS LESS

ENAMOURED BY PREMIUM BRAND IMAGE

Evolving value perceptions can negatively impact

brands that rely heavily on premium brand image

The emergence of affordable premium vodka brands

such as Wodka and Sobieski has the potential to

significantly alter market dynamics in the category.

Gold Medal: The Beverage Tasting Institute:

SUCCESS
http://www.tastings.com/scout_spirits.lasso?id=193454http://brandmediaweek.typepad.com/.a/6a00d834519bc269e20134880e1938970c-pi


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Theme eight: Values driven branding

As consumers have moved beyond merely satisfying basic

safety needs, brands choice is more often directed by how they

align with their personal values. Authentic brands in particular

can effectively tap into this consumption orientation as

consumers proactively seek out what is genuine or real.

Consumers want more social responsibility from companies

and each other as a critical mass develops in terms of

consumer understanding, and willingness to participate willdrive corporate citizenship

These consumer and social realities create opportunities for

companies and brands that effectively demonstrate a values

driven approach, while still delivering core product benefits

associated with convenience, health and sensory expectations.

Strong social missions will correlate with success if executed

in the right way

Many of the cases presented here show that ethicality and

environmentalism can be a win-win scenario in terms of

profitability and doing good.


Coca-Cola PlantBottle

Anchor Butter

Repblica CoffeeJohnnie Walker

Colgate Smile Campaign

Breckenridge Craft Beer

Havana Club


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Coca-Cola PlantBottleProviding a lead on sustainability through

packaging innovation

WHY?

WHAT?

TAKE-

OUT

DEMONSTRATING LEADERSHIP IN SUSTAINABLE

PACKAGING DEVELOPMENT

The product taps into consumer demand for

sustainable packaging solutions.

Emphasis on renewable resources and commitment to

recyclability demonstrates a holistic approach to

overall issue of sustainability.

NEW SUSTAINABLE PACKAGING FORMAT FOR

SOFT DRINKS ICONCoca Cola are gradually introducing a new packaging

material comprising 30% plant-based sources and 70%

recycled plastic (PET polyethylene terephthalate).

The new packaging format is 100% compatible with existing

recycling scheme.

PACKAGING CAN SYMBOLIZE CORPORATE INTENT

A combination of innovative packaging technology

and effective marketing can act as a potent symbol

for a companys whole approach to sustainability.

However, the sustainable landscape is extremely

competitive. Good ideas are likely to be eventually

superseded, so improvement must be continuous.

SUCCESS

h


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Anchor ButterReigniting consumers brand affection with an

emphasis on brand heritage

HOW?

WHY?

TAKE-

OUT

SIMPLE AND TRADITIONAL MARKETING TO

REVITALIZE A BRAND

Anchor revived a popular TV ad, de-emphasizing its New

Zealand origins and instead focused on brand heritage.

A new pack design exuded an aura of a cotemporary

classic further complemented the brand revitalization.

SHAKING CONSUMERS FROM MAKING LOW-

INVOLVEMENT, PRICE-DRIVEN CHOICESThe Arla-owned brand recognized that butter is a largely

prosaic, price-driven choice for UK consumers.

Falling brand share in a stagnating market served as a call-

to-action for Anchor, which astutely recognized the

unfulfilled potential of the latent brand equity.

BRANDS MUST CONTINUALLY REFRESH TO

BENEFIT FROM LATENT CONSUMER AFFECTION

Fresh marketing and product design can reignite consumers

emotional attachment to any given brand.

But it requires investment and an astute awareness of what

brand messages best resonate with consumers. Getting this

right can rapidly influence purchase intent.

2011 marketing

design awards

winner: food and

household (fmcg

products)

Marketing society

awards for excellence

2011: brand

revitalisation (highly

commended)

SUCCESS

R bli C ff


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Repblica CoffeeCombining connoisseurship with a conscience

WHAT?

WHY?

TAKE-

OUT

COFFEE THAT TICKS ALL THE ETHICAL BOXES

Repblica Coffee has a unique positioning as the only

coffee company with an entire 100% Fairtrade and

100% organic range, as well as carbon neutral status.

A specialty coffee expert was recruited to develop a

superior roast profile and exceptional flavor.

ETHICAL CREDENTIALS ARE INCREASINGLY

INFLUENTIAL FOR CONSUMERS

Consumers are more aware of environmental and

ethical concepts and feel growing pressure to change

the way they live.

However, they are not prepared to forfeit product

enjoyment for ethical benefits.

ETHICAL BENEFITS SHOULD COMPLEMENT AN

ENJOYABLE PRODUCT EXPERIENCE

Ultimately, consumers will nearly always prioritize

sensory appeal over ethical benefits.

While ethics may first attract consumers to a brand,

quality and taste are the keys to ensuring repeat

purchase.

SUCCESS

J h i W lk
http://www.google.co.uk/search?q=johnnie+walker&hl=en&biw=1280&bih=575&prmd=imvnsor&source=univ&tbm=shop&tbo=u&ei=hD_FTvvBNcHf8QPsr4i1Cw&sa=X&oi=product_result_group&ct=image&resnum=4&sqi=2&ved=0CGMQzAMwAw


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Johnnie WalkerTapping into the emerging consumerist society

WHAT?

WHY?

TAKE-

OUT

A WHISKY INSPIRED BY TRADITION

Johnnie Walker, a premium Scotch whisky brand, hasbeen on the market in China for many years.

The explosion of wealth in China with a burgeoning

middle class has in recent years propelled Chinese sales

of the brand, while sales in core western market have

been affected by the economic malaise.

CONSUMERS UNRELENTING FAVOR FOR BRANDS

WHICH REPRESENT THEIR LIFESTYLE

The Chinese mainland is set to be the fastest-

expanding market for luxury goods this year and the

world's third largest by 2015.

Brand consumption has a heightened sense of

meaning and successful brands are aspirational.

SELF CONGRUENT BRANDING FULFILLS CHINESE

ASPIRATIONAL CONSUMPTION NEEDS

Experiential marketing has proven to be a vital

weapon in driving brand engagement in China.

Consumers often attribute higher status to products

that reflect their lifestyle and are suitable for gifting.

SUCCESS

C l t S il C i


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Colgate Smile CampaignCombining digital and outdoor advertising

WHAT?

HOW?

TAKE-

OUT

BRIDGING THE GAP BETWEEN ONLINE AND

OFFLINE COMMUNITIESIn 2011, Colgate launched its Smile campaign in the

UK, which combined social media with traditional

advertising.

In doing so, the campaign had a positive impact on

brand image and consumer purchase discussions.

MAKING BETTER USE OF FACEBOOK ACTIVITY

Colgate used pictures uploaded by its Facebook Fans to

create large outdoor collage posters.

By linking its online community to its outdoor

marketing activity, consumers were more likely to

identify Colgate as a community brand. The

campaign also served to grow buzz about purchase.

LINK ONLINE AND TRADITIONAL MARKETING TO

MAXIMIZE THE POTENTIAL OF A DIGITAL FANBASE

Branded digital platforms represent an importantyet

still nichechannel to consumer engagement.

Supporting digital strategies with more tangible out-

of-home initiatives will enable brands to maximise the

rewards of having an online presence.

SUCCESS

B k id C ft B


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Breckenridge Craft BeerAltering the marketing mix to drive craft beer

WHAT?

WHY?

TAKE-

OUT

A GROWING MICROBREWERY

Founded in the 1980s Breckenridge Brewery, Colorado

is 45th in size among the 1,800 U.S. craft breweries.

It has a projected 2011 production of 40,000-plus

barrels and is sold in Colorado and 25 other states.

AS MAINSTREAM BEER SALES DECLINE IN THE US,

CRAFT ALES ARE BOOMING

Mainstream beer brands have been declining as blue

collar Americans have been hit by the financial crisis.

Albeit from a low base, craft ales are growing, and

highlighting this Breckenridge has invested in spoof

TV advertising, not just relying on word of mouth.

HARNESSING ABOVE THE LINE MARKETING

POINTS TO A MAINSTREAMING SEGMENT

The craft ale category has been built on a story of

romance and provenance with local people acting as

brand ambassadors, evangelizing about the brewery.

However as marketing budgets have grown, TV

advertising has become increasingly within reach.

SUCCESS

H Cl b
http://www.breckbrew.com/beer/christmasale.htmlhttp://www.breckbrew.com/beer/autumnaleoktoberfest.htmlhttp://www.breckbrew.com/beer/vanillaporter.htmlhttp://www.breckbrew.com/beer/agavewheat.html


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WHAT?

WHY?

TAKE-

OUT

CONSUMERS UNRELENTING FAVOR FOR

AUTHENTICITY

Rums success has been based on its suitability for

authentic cocktails and that it is easily mixable.

Havana Club uses Cuban artists and musicians in its

marketing campaign and has benefited from the

growth in Cuban tourism.

PERCEPTIONS OF ORIGIN IS A VITAL COMPONENT

OF SUCCESSFUL BRANDING

As a brand from an emerging market, its success turns the

traditional discourse of western-led innovation in emerging

markets on its head.

Its link with Cuban culture and lifestyle has been at the

forefront of the brands success in western markets.

Havana ClubReverse innovation: turning a Cuban brand into a

global success

A RUM FAMED FOR ITS CUBAN HERITAGE

Havana Club, a white and golden rum brand, is part owned

by the Cuban government and part by Pernod Ricard. It is

strongly associated with Cuban culture.

Havana Club is widely drunk in Cuba, but much of its growth

has come from export markets. Indeed, it is one of Cubas

few international brands.

SUCCESS

Th i C t i l t


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Theme nine: Customer involvement

Are you offering ways for people to express themselves

through the brand? Individualistic and creative consumers are

looking for new ways to be recognized through creative

expression and are thus becoming heavily engaged in the

product creation business.

Providing consumers, especially younger cohorts, with an

opportunity to create, interact and engage with products and

each other is now an important component of successfulmarketing.

The following examples also demonstrate the importance of

something altogether more simple: ensuring that you have

listened to and appropriately involved the consumer in the

product development process. The derived insights will better

enable businesses to adapt to, as well as compete in, an ever-

changing environment.

Not only does it help to ensure that the products and services

are aligned with consumer priorities, but it can also lead to

unprompted brand advocation and higher brand engagement.


Whiskas Earster Cats

Olay UV Monitor

Whiskas Earster Cats


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Whiskas Earster CatsUsing connective technology to display the fun

side of a brand

WHAT?

WHY?

TAKE-

OUT

WHISKAS LAUNCHED A MOBILE APP THAT

ENCOURAGED CONSUMERS TO SHARE PICTURES OFTHEIR CATS

Users of the app can take pictures of their cats, and

affix funny novelty ears to them.

They have the ability to share these pictures with both

friends and strangers using mobile galleries.

CONSUMERS ENJOY THE ABILITY TO SHARE WHAT

IS IMPORTANT TO THEM IN LIFE

Sharing is a huge feature of contemporary society -

many consumers have their own brand online.

The app appealed to the irreverent side of

consumersfulfilling a desire to have fun without

feeling overwhelmed by brand advertising.

BRANDS CAN USE THE NOVEL AND THE IRREVERANT

TO BOOST THEIR OWN IMAGE

Consumers often use technology to have fun, unwind,

or simply waste time, due to the sheer number of

options available to them.

Therefore, brands which can facilitate this in a

genuinely engaging way can resonate with consumers.

Best Use of

Mobile Media

in Advertising

award winner,2011

SUCCESS

Olay UV Monitor


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Olay UV MonitorEngaging consumers with more personalized

marketing tactics

WHAT?

WHY?

TAKE-

OUT

AN IPHONE APP TO DRIVE CONSUMER

ENGAGEMENT AND BRAND AWARENESSIn November 2010 Procter and Gamble (P&G) launched

the iPhone mobile app Olay UV Monitor.

The app was used to enhance consumer engagement

with the Olay brand and raise awareness of the specific

SPF protection benefits of its products.

SPF PROTECTION IS AN IMPORTANT YEAR ROUND

CONSIDERATION FOR AUSTRALIAN CONSUMERS

UV-induced skin aging and cancer are top-of-mind

concerns for Australians when choosing skincare.

However, with the skincare market now somewhat

saturated with products claiming SPF protection

benefits, brands must differentiate their offering.

PERSONALIZATION PROVIDES A ROUTE TO GREATER

BRAND CREDIBILITY AND CONSUMER TRUST

Consumers highly value products and services that

evoke a feeling of individuality.

Personalized features and benefits can provide market

differentiation because they strongly align with a more

compelling and distinctive brand proposition.

SUCCESS

Documents

Success and Failures in Consumer Packed Goods