Dextro Energy – Winning an Uphill Battle

Genna Trentham - AW Media

INTRODUCTION

In 2008, Dextro delivered a 28% increase in sales purely on the basis of new advertising tactics, and this was achieved on a budget of less than 1% of the category spend. This paper tells the story of how advertising had an instant effect on Dextro growth.

Dextro is an energy tablet that dates back to the early 1970s. It's traditionally been used by diabetics. However, market size confines and the development of a diabetes-specialist brand limited the scope for growth in 2008.

Ceuta markets Dextro in the UK on behalf of its German manufacturers. Their revenue earning potential is linked directly to brand growth. To achieve profit, Ceuta needed to find ways of increasing sales beyond the traditional sector.