Driving a brand back to Number One

Challenge:

Reposition and launch a tired, traditional yet loved UK soft drinks brand that had lost its relevance. Take back to leadership without reducing its premium price in a category rapidly becoming a commodity status and 'owned' by the retailers.

Approach:

INSIGHT:

Consumer research was conducted to understand attitude, purchasing behaviour and consumption patterns with regard to the particular category. Established consumer perception of the different brands as well as retailer own label. Gained a clear appreciation as to why sales had declined so dramatically in recent years. Identified a latent consumer connection and strong affection for the brand plus an inherent desire for it to 'rise from the ashes' and become strong again.

It was highly evident there was no real point of difference between competing brands apart from price; so providing a real opportunity to drive impact.

CREATE:

A highly differentiated and distinctive brand positioning was developed. It was reinforced from both a functional and emotional persective. Emotionally, the positioning built on the quirky, slightly maverick personality of the brand; whilst making it contemporary and broadening its appeal to capture a younger audience. And functionally, the drink was reformulated so the taste genuinely refelcted the brand's new positioning.

LAUNCH:

A high impact, integrated marketing and communications campaign was developed. A consistent message (plus 'look and feel') at every point of interaction with the brand was created: packaging, advertising, direct marketing; PR, on the street and in store promotions. You couldn't miss grabbing instant attention. 

Achievement:

The brand successfully regained category leadership. A dramatic sales decline was reversed and the brand grew by 13% over 12 months through re-listing in all the major grocery retailers. This was achieved without reducing the 200% price premium to retailer own brand.

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