Summary
This case study shows how Doritos, the snack brand, aimed to increase the purchase of its Dips range in the UK. It wanted to create a new dip habit among those in the 20-34 year-old group by getting consumers to simulate the dipping action, and so internalising the behaviour. This led to the development of a 360 campaign built around an addictive game, that was introduced at the conclusion of a TV commercial that told the story of "World Chip-Flick Champion", Esteban Ortega. Dip Desperado was played over two million times in the first month after launch and value sales of Dips grew by 19%.

Summary
In Malaysia, Twisties - the snack owned by Kraft - faced threats from new competitor products with large advertising and promotional budgets. Although the category was fast-growing, Twisties had a dated image and its share had been declining. This case study describes a campaign to revive engagement among young consumers by developing a series of short, continually changing humorous TV spots to avoid teenagers getting bored with the brand's advertising. As evidence of the success of its approach, this case study cites increases in sales volumes, engagement and purchase intent.

Summary
This set of brief case studies demonstrates how doordrop media have been used to encourage trial for FMCG brands. The featured brands are Bertolli, Body Form, Cobra Beet, Copella, John West, Lavazza, McVitie's, Nesquik, OXO, Plenty, Quaker, SCA Hygiene, Snack Stop, Sunsilk, Tropicana, Unilever, Vimto and Walkers Sunbites.

Summary
Slim Jim, ConAgra Foods' dried meat snack brand, was looking to extend its popularity in the US beyond its loyal following of teenage boys (12-17) by attracting young adult males (18-29). Research discovered that older guys still remained young at heart, even if their lives - and snacking habits - changed. So Slim Jim offered to rescue them from the burdens of adulthood and return them to a state of manliness. The resulting 'Man Medicine' campaign promised to treat the disorder of 'Man Spice Loss', experienced by young adult men as they assumed the responsibilities of long-term relationships and full-time employment. This humorous approach engaged the older target group but also resonated with the brand's core younger consumer. Creative ran on TV, online video, gaming platforms and social media. Brand health scores including relevance and purchase intent increased among both the older and younger groups, as did consumption.

Summary
Perrycourt Farm is a UK brand of "fruit crisps" - a healthy snack. The brand was previously sold at farmers' markets and farm shops, but then expanded to high-end retailers such as Fortnum & Mason and Whole Foods - having received a redesign. The new pack featured a simplified design, featuring a striking graphic of sliced fruit, and less text. It was also 20% smaller than before, meaning it could be stocked in school vending machines as a healthy option. In the first two months following the redesign, sales grew 150%. A year later and Perrycourt Farm was being sold in 15 other countries. The smaller pack size also cut costs.

Summary
Pipers, a premium potato snack brand in the UK, was under pressure from copycat competitors and a delisting from a prestigious London retailer. A packaging redesign was therefore tasked with reinvigorating the brand, developing its story, retaining existing customers and boosting sales by attracting new ones. The new design drew out the brand's unique elements and developed its name to Pipers Crisp Co., making it more ownable. The logo - an actual piper in a field - became the focal masthead anchoring the brand in its natural and rural provenance. A new colour palette enabled clear navigation across the portfolio. In addition, the new pack was cheaper to print, and the new premium cues supported a 5% price increase. Within one month of the redesign launch, turnover increased 46% on the previous year and within 3 months customer numbers increased over 30%. Longer term, the new packaging beat its targeted year-on-year turnover growth by 13%, and is now growing at a rate of 38% annually.

Summary
This document highlights best practice in using sponsorship effectively in the food sector with cases from Yeo Valley (UK), Smarties (Canada), Wheat Thins (USA) and Kraft (Canada).

Summary
Discover top mobile advertising strategies for the food sector in this document with cases from Athenos Hummus (USA), Stop Not (India), Saffola (India) and Freggo (UK).

Summary
Key themes at the World Brand Congress in Mumbai included the role of brand reputation, the use of digital technology to get closer to consumers, and examples of marketing best practice. Sessions focused on what it meant for marketing professionals to engage with customers in the Asia-Pacific region, with speakers from global companies such as SAP as well as from local enterprises like Safexpress. Customer analytics will be a core competency in the years ahead as brands seek a better understanding of how customers use touchpoints and look for ways to optimise those interactions.

Summary
This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Lay's, Doritos and Quakers. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the food market. Brand opportunities and strategy are identified and recommendations for the future offered.