A category leading diaper brand was to relaunch their entire range, re-configuring their previous consumer offering, a first in the established and competitive sector. It was big news that needed a big presence to make a statement that things had changed. It had to get diaper shoppers’ positive attention.
Get diaper shopper’s positive attention. Ensure that the relaunch and category re-set was centre-stage. Sell out the older packs while at the same time negotiating as much real estate for big, bold, unmissable displays to drive awareness and build sales growth.
Focused teams with tight targets and deadlines delivered shopper-stopping displays across the country, in the front of store, in bins, on ends – and anywhere the stores allowed us additional real estate, all of which was not paid for.
Productive in-store relationships resulted in Managers working with our field teams to allocate the additional real estate and then order in the additional stock to enhance the impact of the launch.
A fundamental category change that did not result in any lost sales, but instead set the foundation for the brand to continue to build on its category leading position. A few months later the brand passed the established category leader as SA’s No.1 Diaper choice.