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Wasa: Discover a new taste from Wasa
European Association of Communications Agencies, Silver, Euro Effies, 2013
This case study describes how Wasa, the crisp bread brand, reversed a negative sales trend in Denmark, Germany, Norway and Sweden.
This case study describes how Wasa, the crisp bread brand, reversed a negative sales trend in Denmark, Germany, Norway and Sweden. The campaign targeted light users of crisp bread by promoting the variety of products offered through television ads with the message "There is a taste for you too". As a result the negative sales trend was reversed and market share gained.
Doritos: Dip Desperado - Getting the UK to Dip the Chip
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This case study shows how Doritos, the snack brand, aimed to increase the purchase of its Dips range in the UK.
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%.
Twisties: Life's better twisted
Milan Agnihotri, Gavin Hoh and Ben Chew, Warc Prize for Innovation, Entrant, 2013
In Malaysia, Twisties - the snack owned by Kraft - faced threats from new competitor products with large advertising and promotional budgets.
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.
Doordrop Media: FMCG
TNT Post, 2013
This set of brief case studies demonstrates how doordrop media have been used to encourage trial for FMCG brands.
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.
Slim Jim: Man Medicine
ARF Ogilvy Awards, Research Achievement and Gold, Packaged Goods, 2013
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).
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.
Perry Court Crisps
Design Business Association, Gold, Design Effectiveness Awards 2013
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.
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.
Pipers Crisp Co.
Design Business Association, Silver, Design Effectiveness Awards 2013
Pipers, a premium potato snack brand in the UK, was under pressure from copycat competitors and a delisting from a prestigious London retailer.
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.
Walkers: Going from good to great
Adam Glasner, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2012
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.
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.
Ryvita Crisp Bread: Ladies that Crunch
Talula White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
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.
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.
Pringles: Summer in a can
Bobby Hui, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
Snack brand Pringles wanted to grow its market share and attract new consumers in the Western European market.
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.
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Savoury snacks, potato chips
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Fruit and vegetables
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Food advertising, diet and obesity
Food and drink marketing to children
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