WINNER: PACKAGED GOODS FOOD CERTIFICATE OF EXCELLENCE
Lipton Sidekicks
Executive Summary
Pioneering a new category is the dream of every marketer. However, you can't rest on pioneering laurels forever. Product innovation on its own is not enough. Eventually, a strong, meaningful brand identity is needed to keep ahead of the competition.[1]
This was Lipton's learning with Side Dishes. In 1985, it was one of the first companies to launch a packaged meal accompaniment line with Noodles & Sauce. But by 1999, the brand faced real barriers to further growthno clear brand identity, flat household penetration, and a category crowded...