Dextro Energy - A Case History


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How T7F helped Dextro achieve +28% sales on less than 1% category spend.

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Dextro Energy - A Case History

  1. 1. +28% sales growth achieved on less than 1% category spend
  2. 2. HOW ? <ul><li>The combination of : </li></ul><ul><li>new consumer insight </li></ul><ul><li>differentiated brand proposition </li></ul><ul><li>bold but cost effective creative </li></ul><ul><li>turned flat year on year sales </li></ul><ul><li>performance to +28% sales growth in </li></ul><ul><li>just 2 months </li></ul>
  3. 3. <ul><li>Dextro : an energy tablet that has been traditionally used by diabetics since the 1970s </li></ul><ul><li>To achieve profit in 2008 Ceuta Heathcare (distributor) needed to find ways to increase interest and sales beyond the traditional </li></ul><ul><li>To deliver this increase in brand sales, new audiences were identified and convinced to purchase. This meant taking Dextro into the incredibly competitive energy supplements and drinks category .... all with a communications budget equivalent to just 1% of the sector spend ... </li></ul>BACKGROUND
  4. 4. <ul><li>Key learnings from concept research : </li></ul><ul><li>Dextro brand awareness was very low </li></ul><ul><li>Consumers were motivated by natural sources of energy </li></ul><ul><li>Research including TGI enabled us to define the target audience as </li></ul><ul><li>energy drink users </li></ul><ul><ul><li>for increased brand awareness and usage growth </li></ul></ul>DISCOVERY
  5. 5. <ul><li>Fact : 60% of Britons would rather die early than take any form of exercise (BHF 2007) </li></ul><ul><li>Insight : we are a nation of armchair athletes who like to take shortcuts – men who love sport but don’t play it, busy mums who are too worn out to exercise, tired office workers with the unused gym membership and exhausted commuters whose journeys are enough exercise for one week </li></ul>DISCOVERY
  6. 6. <ul><li>We recommended a broader positioning for the brand : </li></ul><ul><ul><li>a natural source of energy </li></ul></ul><ul><ul><li>that could be used by anybody </li></ul></ul><ul><ul><li>to help them through the day </li></ul></ul><ul><li>A QUICK AND EASY ENERGY FIX FOR ALL </li></ul><ul><li>But Dextro needed to make in roads in a highly competitive energy drinks market on a limited budget </li></ul>IDENTIFICATION
  7. 7. <ul><li>Campaign proposition : </li></ul><ul><li>Life’s Hard </li></ul><ul><li>C H E A T </li></ul>THE IDEA
  8. 8. CONSTRUCTION <ul><li>Campaign timed to coincide with Beijing Olympics capitalising on legion of armchair athletes relying on papers and the web to provide their updates. </li></ul>large audiences targeted at low cost heavy weight activity to cut through popular press and online core media multiple executions developed to prevent wear out impactful fractional space, highly visual, clearly branded, simple message provided relevant creative for target and positioning environment
  9. 9. CONSTRUCTION Microsite created Flex booking delivered fantastic relevant positions providing extra oomph ... at no extra cost
  10. 10. EXECUTION
  11. 11. EXECUTION <ul><li>+ 28% sales growth </li></ul><ul><li>Double any previous ROI achieved </li></ul><ul><li>Sales recorded were highest on record </li></ul><ul><li>Won the SmART award for Effective Marketing on a Small Budget </li></ul><ul><li>Nominated at the OTC awards </li></ul>
  12. 12. What do we do? Brand strategy and campaign development. A bespoke creative agency mixing market analysis with lateral thinking. Specialist in premium & challenger brands, especially in alcohol & travel.