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NEW PRODUCT LAUCHES
The art of getting new products into market.
Challenge:
Each new product launch brings upon it’s own challenge from growing new house holds, driving volume through a line extension, recruiting a new generation, growing a new segment or launching something with a true consumer benefit in mind.
Some fit the market better than others, but each launch has taught me about my consumer, my team and how to make effective (or non-effective) marketing communication.
Solution:
I’ve often found the solution to a new product launch lies upstream. Starting with the consumer vs. the business need. Strong research. Great positioning and a commercial way-in that makes sense to your end target.
Too often a launch was based on a business need, a trend, a hope or a bad brief.
But when you get it right, right product, right go-to-market strategy, right timing and right budget - it sure is fun to watch.
Results:
If it still has a home in on the shelf, I’m calling it a win.
Here are a few:
Always Infinity Pads
Kellogg’s Peanut Butter Pop-Tarts
Marlboro 83’s
EQUELLE
OLLY Vitamins
Starbuck’s Premium Instant
Crazy Good, Pop-Tarts.
When a campaign runs for 30 years and is still successful, you make your new innovation work under the campaign. Insert a story as old as time with a couple who is absolutely delicious.
Reinventing Instant.
To a new generation of coffee drinkers who were stuck at home, all we had to do was show them it was as easy as stirring a spoon and they’d have Starbuck’s at home, in an instant.
The launch drove average weekly sales growth at 40X the category, 1.7pts dollar share gain and 63% incremental sales to Nestle Starbucks.