CHALLENGE
The client’s nutrition brand was eroding because they were not getting credit for their many innovations and initiatives. One such innovation was a new packaging system that would keep products fresh longer. The challenge was to:
- Prepare for the new packaging and label system transition over a nine-month period
- Launch the new brand while also communicating the benefits of the new packaging and label system (many customers viewed the label changes as more work for them)
- Connect and leverage the division’s new brand position to the larger global organization
- Align the cross-functional teams behind the ambition of the branding and communications initiatives
IMS SOLUTION
- Engage a cross-functional team and division leader in the IMS brand positioning development process to define a distinct, ownable positioning
- Apply the IMS integrated commercial methodology to:
- Define and prioritize target audiences
- Understand customer preferences and challenges
- Establish the channels and tactics to best communicate with customers
- Build a consistent forum for cross-functional collaboration and tracking against defined objectives
The Campaign:
- Improved market share in the first year by 5 percent
- Provided a customer-facing umbrella theme, structure, and cadence of communication through integrated logic and storytelling
- Reduced product supply shortages, E&O / product destructs and returns below pre-package conversion rates
- Strengthen customer perceptions and linkages to the client’s organization