Brand Growth Success Story: Food Brand Revitalized to Achieve Double-Digit Growth

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Millward Brown Brand Performance Programs are proven to drive brand growth and improve return on marketing investment. Read this client success story of how Millward Brown helped them achieve brand growth. For more information: http://www.millwardbrown.com/Solutions/Brand_Performance.aspx

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Brand Growth Success Story: Food Brand Revitalized to Achieve Double-Digit Growth

  1. 1. FLAGGING ESTABLISHED BRAND REIGNITES DOUBLE-DIGIT GROWTH CHALLENGE Which key benefits should we communicate in order TO TURN OUR BRAND AROUND? 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. INSIGHTS HOW A FADING BRAND REVITALIZED THE CATEGORY TO DRIVE SALES GROWTH THEY ARE TASTY NOT JUST FILLING
  2. 2. IMPACT 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™. The new campaign DROVE 20% YEAR-ON-YEAR CATEGORY GROWTH resulting in DOUBLE-DIGIT GROWTH for the brand. ORIGINAL EDIT REVISED EDIT 27% 47% TASTY FULL OFFLAVOR ARE TASTY WHAT'S YOUR BRAND GROWTH STRATEGY? This is how we helped a food brand. Learn more about how Millward Brown can help you improve your brand performance. Contact: GLOBAL: patty.currie@millwardbrown.com AMAP: yeemei.chan@millwardbrown.com EUROPE: claire.spaargaren@millwardbrown.com NORTH AMERICA: david.stickling@millwardbrown.com LATAM: diego.bonardi@millwardbrown.com Visit www.millwardbrown.com/BrandPerformance to view more client success stories.

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