REBRANDING AN OLD PRODUCT

A packaged goods client came to us with the challenge of revitalizing a regional brand that had been on the shelf for many years. A well-known national brand was the market leader and our client's brand was a distant second.
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Through market research and creativity, we developed a new brand positioning and launched a television campaign to communicate the new message.

The result was a dramatic jump in brand awareness, favorability ratings, and most importantly — market share. Soon our client's brand surpassed the national brand as market leader. Here are some key numbers:

• After 3 years, market share was up 37.6 percentage points.
• 54% of the audience rated our client's product as their favorite brand. The previous market leader dropped to 8% favorability.
• 57% of tracking study respondents recalled (unaided) seeing our client's brand advertising and 78% said they liked the ads. During the same period, recall of the national brand's advertising dropped to 27%, even though they had continued to advertise.