How Allen's Regained Its Category Crown by Using Fresh Insight to Put the Smiles Back Into Jellies
Agency J. Walter ThompsonAdvertiser NestleAuthor Luke Atkinson
This case study shows how Allen's used fresh insight to redefine the brand and its role in the category, putting fun, magic and smiles back into jellies.
Before 2009's "Release the wonder of childhood with the magic of Allen's" big idea, Allen's looked like a fading star that had just lost 57% of its range.
The 6 months post campaign Allen's exceeded targets by 20.5%, turning a...