WO44 winners

Nibbling away at the competition

The last case study of this kind for a long time to come was won by a group that, in my opinion, cheated just a little bit by extending the confectionery or chocolate ideas we should have been working on, and moving into snacking. This of course allowed them to hijack the Pringles brand (maybe this is “market stretching”?).

Anyway, they also caught the spirit of 2010 early by taking a theme that will be in the news (a common ploy).

It also fits in well with the concept of adding variety in a variety market – Assael would have been proud of you!

There is of course just one slight logical flaw with this strategy – what will happen to sales if (or should I say when?) Germany go out of the world cup finals early? If Germany’s not playing any more, there’ll be no need to “Wolf down the competition”.

 

But anyway, it was a winner.

Alex Woodruff

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