How do you launch a category redefining product, the brand’s first in 30 years?
By fighting for a consumer benefit rather than product wins.
Through systematic focus group research, I managed to convince the client to focus on the smoothness of the product vs it's unique ingredients.
This integrated campaign, powered through TV and pre-tested by TNS, broke all prior records in consumer approval ratings.
Tracking results show key measures have both exceeded targets and category benchmarks.
My previous work for FCUK includes revising the brand strategy to stop focussing solely on young males (consumers) and starting conversation with Mums (shoppers) to create life-long bonds with the youth.