The Situation
A well-established cereal brand was introducing a line extension with specific health benefits. Concept and product research showed that the line extension would fill a significant consumer need, and that the product delivery was good. The decision was made to launch the line extension with a completely new campaign, rather than to utilize the existing brand campaign. TV, magazine and digital media were all involved; the creative, across media, dramatized the problem solved by the line extension.
While supermarket distribution was good, initial retail sales figures were disappointing.
The Communicus Approach
In order to determine whether the advertising was responsible for the disappointing initial sales results, Communicus implemented a quick turn-around
commALERT study, to assess the performance of all three media in generating engagement, communicating product benefits, linking these benefits to the correct brand, and producing interest in trial. Five weeks after advertising launch, results of the
commALERT study were provided to the client.
Key Learning
The campaign, across media, was highly engaging and communicated the benefits of the new product at above normative levels. However, the executions in both of the traditional media (TV and print) – which, combined represented over 90% of the spending – were extremely weak in communicating the identity of the advertised product. While awareness and trial gains were evident among the small proportion of the targetwho were able to associate the advertising with the correct brand, the portion of the target with correct brand association was insufficient to generate significant impact on the overall marketplace.
Actions Taken
With this information, the advertiser and their agency were able to make modifications to the creative to improve brand linkage. The revised TV and print executions maintained the strong engagement and communications values of the original, but significantly strengthened branding. The success of these modifications in accomplishing the intended communications improvements was confirmed by a Communicus
QUICKcomm study, implemented over the course of a 48-hour period once the revised creative had been finalized.
The Outcome
Based on a research investment of under $100,000, the company was able to make the modifications necessary to turn a potential new product failure into a success. By season end, the new product was meeting sales goals, and has gone on to become a strong success for the company.
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