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
Prior to 2008, PepsiCo's Walkers snack brand had enjoyed strong return on its marketing investment in the UK, reflecting the popularity of its advertising. In order to achieve even better sales and ROI, the brand developed a communications model that aimed to achieve higher levels of consumer engagement, and spark greater buzz and excitement. A series of six consumer-driven campaigns, such as the 'Do us a flavour' campaign which invited the public to propose new variants, helped boost the brand's overall return on marketing investment by 62% in four years.

Summary
Snack brand Pringles wanted to grow its market share and attract new consumers in the Western European market. Using music as a means of engagement, it created a speaker that fitted into the brand's cylindrical pack shape, which then acted as an amplifier. The "Speaker in a Can" promotion enabled people to enjoy and share the music on their MP3 players when out and about with friends. Pringles ran a multi-channel campaign around it to reach a key young adult demographic. As a result, the brand shipped 130m cans, versus the budget of 100m, a 30% sales increase without changing prices or distribution. It also engaged the key 16 to 24-year-old audience via social media, adding 5m new fans on Facebook and 4,500 user-generated films on YouTube which were viewed 500,000 times.

Summary
The UK target consumer of Ryvita Crispbread, a longstanding savoury biscuit brand, had moved on and the low-calorie positioning that had grown the brand was no longer delivering. To address this, it changed its positioning as a brand for dieting to a tasty and healthy food. The solution was 'Ladies that crunch', a TV-led campaign, based on an inspiring and funny group of women sharing each other's company whilst eating Ryvita with non-diet toppings. The campaign increased Crispbread's market share in the savoury biscuit sector from 12.5% in 2009 to 14.5% in 2011 and returned the brand to volume growth. It delivered a payback of £1.05 per £1 spent, against an industry benchmark of £0.62 per £1.

Summary
Piattos is an Indonesian snack food. To stand out in a brutally competitive category, it marketed a new potato chip variant to teens by using controversy. The messaging was centred on a topic the target audience loved to talk about: crop circles. Creative featured photos of crop circles in the shapes of the potato chips, seeded online. This was followed up by a TVC, which was also available on YouTube to keep the conversation going. Subsequently, Piattos' sales grew by 11% in 2011, beating the growth of the category as a whole.