FLAGGING ESTABLISHED BRAND REIGNITES DOUBLE-DIGIT GROWTH

HOW A FADING BRAND REVITALIZED THE CATEGORY TO DRIVE SALES GROWTH

CHALLENGE

Which key benefits should we communicate in order TO TURN OUR BRAND AROUND?

INSIGHTS

Millward Brown identified that the brand needed to ESTABLISH KEY FUNCTIONAL CREDENTIALS as the basis for laddering up to an emotional benefit. In order to RE-FOCUS THEIR STRATEGIC THINKING, WE LED A WORKSHOP with the CMO, brand team, media and ad agencies to REVIEW THE BRAND'S POSITIONING.

ACTION

This resulted in a NEW COMMUNICATIONS PLATFORM and THE AGENCY REVISED THE TV AD to deliver the missing key functional message, shown to be very persuasive by Millward Brown's copy-testing solution, Link™.

IMPACT

The new campaign DROVE 20% YEAR-ON-YEAR CATEGORY GROWTH resulting in DOUBLE-DIGIT GROWTH for the brand.

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