Aero – A lesson in lowering ambition: 'From failed favourite to first alternative'
SUMMARY
All brands need ambition. But in this case, ambition was hurting us.
Lowering the ambition for Aero (a UK brand of bubbly textured chocolate) could have been seen as a sign of failure, an admission of defeat – a wholly depressing reality check.
However it actually had the opposite effect.
Aiming to be an 'alternative' brand, a brand bought for a change, was not only a better fit with the Aero product experience. Counter-intuitively, it could ultimately prove to be a bigger opportunity than being a...