Samen genieten met CornetBronze EffiePalm - Dallas Antwerp Consumer Goods |
Samen genieten met CornetBronze EffiePalm - Dallas Antwerp Consumer Goods |
1. MARKET SITUATION2017 marked the second year of the strong blond oaked beer CORNET in Belgian retail. Would we be able to continue the growth or face a decline in year 2 and like 80% of all innovation ultimately being discontinued1? The business strategy remained the same as the successful one in 2016, i.e. move from a volume to a value strategy. The core strategic idea started still from the resonating consumer insight 'I want to take a break from the 21st century' and the creative execution amplified our communication platform 'The Knights of Good Taste'. The biggest change to 2016 was the focus in the plan on TV and digital advertising. Total brand investment was 1.1M €, of which 600K in communication. Turnover increased by 55%, incremental of 1.3M €. Every € invested in communication yielded a net return of 100% in sales. 1 'Why Most Product Launches Fail' - Business Harvast review - April 2011 Issue |
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2. OBJECTIVES80%+ of innovation fades in year 2, the challenge for us was how to grow consistently and sustainably in a saturated market which is still flooded with new strong blond and other craft beers. |
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3. STRATEGYThe brand strategy The strategy execution |
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4. RESULTSWith an investment of 1.1M € we grew turnover by 55% and realised a net return on communication investment of at least 100% on every € invested.
Please note 2016 Awareness and Trial data are estimates based on quantitative product research by Haystack in March 2017. |
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CLIENT |
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Kristof is an independent marketing and sales consultant and founder of TripleA Services. He has more than 20 years of blue chip experience in marketing, innovation, strategy and commercial roles with Unilever and AB-Inbev, complemented with start-up experience in e-commerce and consultancy. He has worked locally, regionally and globally in various countries and regions. His experience is in predominantly in FMCG in many categories, of which alcoholic and non-alcoholic beverages. Together with Palm NV, Kristof has defined and executed the strategy and implementation of Cornet. |
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AGENCY |
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Stijn, Creative Partner of Dallas Antwerp has 25 years of experience as a creative in independent agencies such as LVH, GV/Company and LDV. After a 1 year sabbatical he joins DuvalGuillaume Antwerp as a Co-Creative Director for 4 years. In 2006 he co-founds the agency Openhere which becomes Dallas Antwerp in 2012. Stijn is the leading creative of the CORNET campaigns. |