What to bring when you’re told not to bring a thing
APG Creative Strategy Awards 2012
Authors: Meredith Simpson & Tom Ward
Agency: George Patterson Y&R Melbourne
Category: Established Product Brands, Gold Award & Special Prize, Best Insight
Every now and then you stumble upon an insight so simple and powerful that it doesn’t just inspire the creative idea, it becomes the creative idea. This is a story about how persistently thinking outside the chocolate box uncovered such an insight and carved a new place for an old Australian ‘favourite’ at social get-togethers across the country.
An occasional purchase…
Everyone knew Favourites, and most people were fond of the brand. The problem was they weren’t buying it that often, and it was mostly bought at Christmas.
…but not right for special occasions
This is because of what people associated a box of chocolates with: special occasions. And Favourites no longer felt special enough. A number of ‘premium’ brands with European heritage had entered the market that felt more upmarket than Favourites, which had a casual, fun feel. People were therefore increasingly reaching for a competitor when buying a box of chocolates for that ‘special’ celebration.
And not special enough to cost more
Alongside this, value was being driven out of the category through price competitiveness. In the face of increasing competition, the category had become reliant on discounting to fuel growth, driving down the average price-per-kilo of the category. In order to maintain share, Favourites had to respond. This continual rise in discounting was undermining value from the brand.
We had to reposition Favourites as more than an annual purchase and get people buying the brand more often based on an appealing brand proposition, not just a compelling price, in order to increase purchase frequency and brand value.
Finding the right occasion
Until now Favourites’ strategy had revolved around the Christmas season. But in order to increase purchase frequency we had to make Favourites relevant on more occasions and we knew we would struggle to compete with the ‘premium’ competitors for the more ‘special’ occasions. So what sort of occasion was Favourites perfect for?
Favourites, consumers told us, was perfect for socialising. It had something for everyone and was low-pressure, without fancy names or unusual ingredients. So while it didn’t feel right for those events where you were trying to impress the boss’ wife, Favourites felt perfect for casual family get-togethers where no one was worried about how ‘special’ the chocolates looked.
Put simply, our consumer was telling us we had the opportunity to move from being a once-a-year purchase, to becoming synonymous with far more regular, more casual, family socialising.
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