Wasa: Discover a new taste from Wasa

This case study describes how Wasa, the crisp bread brand, reversed a negative sales trend in Denmark, Germany, Norway and Sweden.

Wasa: Discover a new taste from Wasa

Client: BarillaBrand: WasaAgency: INGOCategory: FMCGCountry: Sweden

Wasa has basically built the crisp bread category by themselves in the Nordics and Germany, and has been the undisputed market leader in all countries. At the start of 2012, the brand commanded a 62.1% share in Sweden, 84.7% in Norway, 75.6% in Denmark and 40.8% in Germany.

However, in recent years, two major challenges have faced the brand. Firstly, the category has been in decline in all markets since 2010. Secondly, Wasa has been losing shares, in...

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