Learn about how Brandon refreshed the Thorntons Classic & Continental FMCG brands for growth.

1. Transforming the Thorntons Brand
Rebooting Established Brands…
1st March 2018

2. Every brand in the world
needs a reboot every so
often. Fact.

7. THORNTONS FIGHT
TO STAY RELEVANT

8. Thorntons retail heritage meant
the brand was still #1 in FMCG
gifting, but...

9. Winning in FMCG is much harder!

10. RETAIL MONOPOLY VS ¾ SHELF

13. 50% NOT PURCHASING AT SHELF

14. TO WIN IN FMGG
1. As leaders we needed to add value to the category.
2. Growth had slowed and inlaid was losing to single flavour.
We needed to make Thorntons relevant once again.
3. The product ranges didn’t come together as one brand.
4. Perceptions of the Thorntons brand drops when in
the supermarket.

15. CONFUSION – WHAT’s THE DIFFERENCE!?

16. CONFUSION – WHAT’s THE DIFFERENCE!?
£6
Classics
£8
Premium
£10
Continental

17. SIMPLIFY – 3 BECOMES 2

18. HOW SPECIAL ARE YOU?

19. THORNTONS CLASSIC

20. HOW SPECIAL ARE YOU?
BECOME ICONIC

25. THORNTONS CONTINENTAL

26. CELEBRATE EUROPE

31. HOW DO YOU MAKE AN IMPACT!?

32. REBOOTING ESTABLISHED BRANDS
1. Understand why you are loved,
& why people might be falling out of love.
2. Create something meaningful in people’s lives.
3. Keep it simple, do one thing well.
4. Brand is like an OS, we need to embed
it in everything we do.

33. WHAT DO WE MEAN
WHO BELIEVES IN YOU,
WHY ARE YOU SO SPECIAL?

34. GET UP CLOSE
& PERSONAL?

36. BRINGING THE CAPTAIN BACK TO THE TABLE

37. CREATE SOMETHING MEANINGFUL

38. CREATE SOMETHING MEANINGFUL

39. CREATE SOMETHING MEANINGFUL

40. CREATE SOMETHING MEANINGFUL

41. CREATE SOMETHING MEANINGFUL

42. CREATE SOMETHING MEANINGFUL

43. CREATE SOMETHING MEANINGFUL

44. CREATE SOMETHING MEANINGFUL

45. UNDERSTAND THE BRAND INSIDE-OUT
Creation Story Purpose Icons
?
Rituals Sacred Words
?
Owner
?
?
?

50. REBOOTING ESTABLISHED BRANDS
1. Understand why you are loved,
& why people might be falling out of love.
2. Create something meaningful in people’s lives.
3. Keep it simple, do one thing well.
4. Brand is like an OS, we need to embed
it in everything we do.

51. BE HUMAN

52. Q&A

53. brandon-consultants.com
for any further questions please contact Richard Taylor
rtaylor@brandon-consultants.com
DD +44 (0)161 850 2390
T +44 (0)161 850 0408
M +44 (0)7557 386801
THANK YOU.