PAM Cooking Spray: Haunted
Campaign details
Agency: DDB California, D exposito & partners, Possible WorldwideMedia: Mediacom, SparkResearch: Market Data Corporation, Wooldridge Associates, Inteligencia, Segmedica, Ipsos ASI, Sands Research, Communicus
PAM needed to reverse an ongoing share loss vs. Store Brands due to a perceived lack of differentiation and a roughly $1/can price premium. PAM's Marketing Strategy was to prove to brand switchers there was a difference between cooking sprays worth paying for. The Marketing Objective was to close the 10 point volume share gap vs. Store Brand cooking spray.
Starting with barriers research, we honed...