BIG ROI SUCCESS STORIES
1
An $80,000 innovation project with the largest confections company in the world drove $76,000,000 in incremental potential.
Big challenges:
Power brands, but with a dry well of achievable, incremental concepts.
Countless recent efforts via traditional means – but with no success.
Growing internal impatience for “the innovation process.”
So we:
Applied neuro-sensory principles to evolve from what a product IS, to what it DOES in consumers’ minds.
Quickly generated more than 100 new ‘mini-concepts.’
24 concepts out-performed the best-ever previous launches in terms of both volume and incrementality.
Projected at $76,000,000 of total volume.
Multiple of these ideas continue to launch…
2
3
Our segmentation approach empowered a mature OTC pharma brand to grow – for the first time in 5 years.
Flat / declining year-over-year sales, waning retailer patience.
Struggling to reposition to drive relevance with a growing ‘non-treater’ audience.
Consumers perceived an expanded competitive set, further threatening the biz.
Our unique quali // quant study accurately segmented the ‘treating ecosystem.’
Identified a key getable segment, and a fresh new positioning approach to attract them.
Delivered playbook of action insights to reposition the brand and activate against key segments.
