Product Case Studies

FMCG Reports

Upbeat Protein Smoothie – successfully targeting the sports nutrition market

Published: November 2017 This Product Case Study examines the successful launch of the Upbeat brand in the UK. The case study highlights how the brand has constantly innovated in the market, understanding the consumer demographic that is driving consumption of high protein products, how to effectively position a high protein product to appeal to everyday consumers and critically, understanding consumer attitudes to modern day marketing methods. The report provides strategic recommendations on how to successfully target the protein beverage market.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: Europe, UK

Good Thins - the successful launch of a clean label, better-for-you snack

Published: August 2017 This Product Case Study examines the successful launch of  Good Thins, a brand launched in the US in 2016 and one that has established itself within the savory snacks market in a short period of time. The report examines how the brand successfully aligns with a number of key trends in the snacking market, such as growing demand for clean label, lighter and gluten-free offerings. The report also examines how the use of "real" ingredients and a wide variety of available flavors helps offset any concerns that such a better-for-you offering may compromise on indulgence. The report provides strategic recommendations for industry players targeting the snacking market when it comes to evolving consumer trends.

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

Finley – the successful launch of a better-for-you option in the soft drinks market

Launched: July 2017 This Product Case study examines the successful launch of the soft drink brand Finley in France by Coca-Cola Enterprises in France in 2014. The case study examines how the multinational brand responded to low consumption per capita of carbonated soft drinks in the country, concerns about health and sugar within the category and association with a youth market, by launching a premium and natural soft drink to target an adult market. A brand which has witnessed year-on-year success, the study focuses on the effective way to launch a better-for-you and premium product in everyday grocery categories.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: Europe, France

SpikedSeltzer and the development of the alcoholic carbonated water category

Published: June 2017 This Product Case Study examines the launch of SpikedSeltzer, a brand touted as a pioneer of the alcoholic carbonated water sub-category. The report examines the growth of the brand and also the category in general, looking how the consumption habits of young adults when it comes to alcoholic beverages are changing. The report highlights the opportunity for alcoholic brands to diversify within traditional sectors, with consumers wanting products that offer fun and enjoyment whilst at the same time, wanting products that have a better quality positioning. The report concludes how sub-categories within the alcoholic beverage market will become increasingly common.

Categories: Alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Coca-Cola Life – the dangers of a confused brand positioning

Published: May 2017 This Product Case Study examines the launch - and discontinuation in many countries - of the Coca-Cola Life brand. The report examines how the launch was a response to criticism leveled at the carbonated soft drinks industry due to the link between sugar consumption and weight gain. However, the brand had somewhat of a confusing positioning compared to other Coca-Cola brands, whilst the benefits of the product were not particularly clear. Moreover, the brand also over estimated the extent that consumers are making actual changes to their diets because of concerns about sugar. The study concludes with pitfalls to avoid when launching products with alternative sweeteners.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: Europe

Spam Snacks – the dangers of misinterpreting “vogue” trends

Published: April 2017 This Product Case Study examines the unsuccessful launch of the Spam Snacks range by Homel Foods Corporation in 2015. Targeted at the growing dried meat snack category, the product range was discontinued less than twelve months after it's original launch. This was despite the product having nostalgic appeal to consumers and also being positioned around protein content. The case study highlights how the influence of trends can vary on a category-by-category basis and how market context should always be taken into consideration when it comes to developing consumer trend strategies.

Categories: Food, Product Case Studies
Regions and Countries: North America

Not Your Father's Root Beer - the successful creation of the hard soda category

Published: March 2017 This Product Case Study examines the successful launch of Not Your Father's Root Beer in the US by Small Town Brewery. Originally launched in 2012 and then  distributed nationally in 2015, the beverage is seen as a pioneer in the development of the hard soda category. The report examines how the brand manages to successfully combine nostalgia and artisan production techniques, and uses its positioning to create universal appeal among men and women. The report also identifies future challenges that such brands will face.

Categories: Alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

V8 Protein range: the importance of brand identity in the on-the-go market

Published: February 2017 This Product Case Study examines the launch - and discontinuation - of the V8 protein range in the US by the Campbell Soup Company. The case study examines how the product range failed due to a lack of brand identity and being over-reliant on marketing around protein content to drive sales, as well having a confused product positioning when it came to taste and nutrition. The case study concludes with key strategies for effectively targeting the on-the-go market.

Categories: Food, Non-alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Satisfries the dangers of poorly communicated health benefits

Published: January 2017 This Product Case Study examines the launch of Satisfries by Burger King, crinkle cut fries which were positioned as a better-for-you option than regular fries, but were ultimately discontinued in the majority of outlets in North America only twelve months after launch. The case study examines the challenge of launching healthier offerings in the foodservice sector, how it is crucial that better-for-you offerings do not detract from brand identity and how consumers need to clearly recognize the health benefits associated with such products.

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

FATWater: the challenge of promoting fat as a “better-for-you” ingredient

Published: January 2017 This Product Case Study examines the launch of the functional beverage FATWater in the US in 2015. The report examines how the launch was designed to target both the coconut water and energy drinks markets with an alternative functional beverage that promotes fat content that can actually help aid weight loss. The report examines some of the challenges faced from a market and consumer perspective, and what pitfalls brands can look to avoid when launching similar functional offerings.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Dave's Killer Bread: The successful launch of a better-for-you bread

Published: October 2016 This Product Case Study examines the launch of Dave's Killer Bread in the US, an organic wholegrain bread brand. The case study examines how the brand has effectively used story-based marketing whilst also aligning with evolving consumption habits in the US bread market to record very positive sales. The case study highlights the benefits of successfully targeting health trends such as positive nutrition and ingredient simplification, without compromising on perceptions on taste or making a product appear too functional.

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

Pip & Nut: Launching healthier offerings in indulgent categories

Published: September 2016 This Product Case Study examines the successful launch of the Pip & Nut Peanut Butter brand in the UK. The case study examines how through using story-based marketing and ingredient simplification, manufacturers can not only push the boundaries of premium in everyday product categories, but also target the health and indulgence trends simultaneously.

Categories: Food, Product Case Studies
Regions and Countries: Europe, UK

Weetabix On The Go: Targeting on-the-go breakfasts with taste and nutrition

Published: September 2016 This Product Case Study examines the launch of Weetabix On The Go in the UK. The case study examines how breakfast habits are changing and how the breakfast industry needs to respond to this through the launch of products that act as a hybrid of a meal and a snack, offering taste and nutrition without compromise, to target more on-the-go morning meal occasions.

Categories: Food, Product Case Studies
Regions and Countries: Europe, UK

French Toast Crunch – the successful relaunch of a brand around nostalgia

Published: August 2016 This Product Case Study examines the successful re-launch of the US cereal brand French Toast Crunch almost a decade after it was discontinued in America. The case study examines the importance of eliciting an emotional reaction and using digital content when it comes to targeting young adults with breakfast products, and how taste and indulgence prioritize health when it comes to morning consumption occasions.

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

Orangina and the dangers of being over reliant on brand nostalgia

Published: August 2016 This Product Case Study examines the challenges faced by the Orangina  soft drinks brand over the last ten years and in the aftermath of an investment in the brand at the off-trade and on-trade level by Lucozade Ribena Suntory. The case study examines the difficulty of being over-reliant on nostalgia when it comes to capturing consumer attention and driving sales, and what attributes are needed to make nostalgic launches successful. The case study also examines some of the key issues faced by Orangina in the soft drinks market and the implications of this.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: Europe, UK

Oppo Ice Cream and successfully targeting taste and nutrition

Published: August 2016 This Product Case Study examines the successful launch of the Oppo Ice Cream brand in the UK. The case study examines how the brand has used story-based marketing combined with the use of exotic ingredients associated with the superfood trend, to give the brand a sense of identity and also reduce the guilt associated with consumption in an inherently indulgent category. The study also highlights the challenge that the brand faces in the long-term when it comes to using alternative sweeteners to sugar.

Categories: Food, Product Case Studies
Regions and Countries: Europe, UK

Dollar Shave Club – using a no nonsense campaign to create a successful brand

Published: July 2016 This Product Case Study examines the performance of Dollar Shave Club in the aftermath of its sale to Unilever. The case study examines how the brand has captured a significant amount of the US razor blade market in a short period of time, through using digital marketing campaigns and membership services to capture consumer attention and promote both the affordability and the quality of its razor blades.

Categories: Personal Care, Product Case Studies
Regions and Countries: North America, USA

Oreo– the challenge of launching a US brand in China

Published: July 2016 This Product Case Study examines the launch of Oreo in China in 1996 and the performance of the brand over the last two decades. The case study examines how the brand struggled for the first decade of operations in the country, but then witnessed a surge in sales on the back of a change in strategy. However in recent years, the brand has not replicated such sales performance, highlighting the complexities and difficulties of targeting the Chinese market.

Categories: Food, Product Case Studies
Regions and Countries: Asia Pacific, China

HP Sauce – the dangers of being over-reliant on brand heritage and nostalgia

Published: June 2016 This Product Case Study examines the performance of HP Sauce in the UK market and how the brown sauce category overall is becoming less appealing to consumers. The case study examines how consumers eating habits, taste preferences and levels of brand loyalty are changing and as such, how it is no longer enough for even the most iconic of brands to be reliant on brand heritage and nostalgia to protect and grow market share.

Categories: Food, Product Case Studies
Regions and Countries: Europe, UK

Mars Protein Bars - the dangers of launching healthy indulgences

Published: May 2016 This Product Case Study examines the launch of two new Mars and Snicker protein bars in the UK. The report highlights how the launch has been designed to capitalize on the growing appeal of protein products but ultimately risks the danger of trying to satisfy consumer demand for health and indulgence simultaneously and as such failing to satisfy either. The report also highlights the danger of not over-estimating the influence of health on consumption habits.

Categories: Food, Product Case Studies
Regions and Countries: Europe, UK

Dr Pepper Ten - the difficulty of changing consumer perceptions

Published: April 2016 This Product Case Study looks at the launch of Dr Pepper TEN in the US carbonated soft drinks market in order to target health conscious males who were concerned about their intake of high sugary drinks, but didn't want to be seen buying diet products. The study looks how the brand struggled due to the confused positioning of the beverage in the market, and the masculine style advertising of the brand failed to capture its intended target audience.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: North America, USA

Fairlife - the successful launch of a high protein milk brand

Published: March 2016 This Product Case Study examines the successful launch of the Fairlife brand in the US by Coca-Cola. The study examines how the beverage manufacturer has capitalized on the growing interest in protein products in the country, at a time when soda sales and milk consumption levels stagnate. The study concludes with the best way to position new beverage launches positioned around high protein.

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: Europe, UK

Hooch and the importance of focusing on fun in the alcoholic beverage market

Published: February 2016 This Product Case Study examines the successful re-launch of the alcopop brand Hooch in the UK on- and off-trade markets and the factors behind the launch that made it a success. The study serves to highlight the opportunity that exists for alcohol brands positioned around fun and nostalgia and how taste and flavor will always be more important to consumers than traits such as craft-style production methods.

Categories: Alcoholic beverages, Product Case Studies
Regions and Countries: Europe, UK

Belvita - launching an innovative solution to changing breakfast habits

Published: January 2016 This Product Case Study examines the introduction of the Belvita Biscuit in the UK and the rapid degree of success it has enjoyed as the biscuit breakfast market has become more established. The case study examines how the brand has successfully aligned with changing consumer meal-time habits and also need states to offer a guilt-free indulgent offering in the morning

Categories: Food, Product Case Studies
Regions and Countries: Europe, UK

Robinsons Squash'd and the benefits of sector reinvigoration

Published: December 2015 The Product Case Study examines the launch of the Robinsons Squash'd brand in the UK in an attempt to create a Liquid Water Enhancer sector, following the emergence of the sector in the USA. The case study examines why the brand has appealed to consumers and the benefits of disruption in product sectors associated with routine and inertia

Categories: Non-alcoholic beverages, Product Case Studies
Regions and Countries: Europe, UK

Arla Skyr yogurt and how to leverage health and indulgence at the same time

Published: November 2015 This Product Case Study examines the success of Arla Skyr yogurt in the UK and how the brand is simultaneously able to offer consumers health and indulgence at the same time to provide moments of guilt-free treating

Categories: Food, Product Case Studies
Regions and Countries: Europe, UK

Optivia and the dangers of over promoting health benefits

Published: November 2015 This Product Case Study examines the de-listing of the Optivia brand from the UK cereal sector and the reasons behind this. The case study examines the risk and danger of over-emphasizing the health benefits of products and how much consumers are influenced by health claims in the morning

Categories: Food, Product Case Studies
Regions and Countries: North America, USA

Understanding consumer trends in the UK craft beer market

Published: November 2015 This Category Trend Report examines the UK craft beer market and whether the success witnessed in the market in the US can be replicated. The report examines the challenges that are faced by brewers in the UK beer market and what are the underlying reasons that consumers are looking beyond mainstream beer brands - and what the industry can do to address this

Categories: Alcoholic beverages, Product Case Studies
Regions and Countries: Europe, UK