Category Archives: Winners of case study

Not for split personalities

WO72 winners

‘You’ll never eat alone’ was the tagline used by the winners of the latest case study. They took on Pringles and came out conquerors, beating the other three groups with a concept that married the idea of sharing crisps in 2-in-1 split(ting) packs with a sideways jab at Pringles: “Pringles is for singles” was the just one of the many … Continue reading


WO71 winners

The case study this time involved attacking Listerine with a new product concept. The winners’ concept was called Dent 4’s, pronounced like ‘dentforce’ with German phonetics. The idea was to remove the toothbrush, toothpaste, dental floss and mouthwash from the bathroom cabinet and replace these with a single 4-in-1 solution. Available as tablets, Dent 4’s were not just designed to … Continue reading


WO70 winners

It’s not often we have two winners of the case study, but it’s also not often I show the target group the results of the work. After a small focus group of kids aged 5 to 8, we had two favourites. Qualitative feedback from customers is not statistically representative, so of course we can only assume a larger sample would … Continue reading


A good match with customers

The latest case study winners came up with an alternative for Unilever’s teenage fantasy deodorant Axe (Lynx in the UK). It’s difficult to say if they won because of the positioning versus ‘The Axe/Lynx effect’ or the packaging. The positioning was already clever: while Axe/Lynx plays to a desperate dream of young men that using the product will make complete … Continue reading


WO68 winners

Well, the brief was to hit the big German snack Kinder Schokolade straight between the eyes and this case study group did precisely that. So much so that the packaging looks a little bit similar to the strategic competitor it’s taking on. If the waves in the lower section of the pack are protected, or the concept with the smiling … Continue reading


W064 winners

The last case studies winners took on Red Bull with what really looks like a thinly veiled me-too, only less sweet in taste and with added vitamins. The biggest USP came in the sponsorship. Unlike the global energy leader with its cool, headline-grabbing sponsorship of daredevils and skydivers, Black Bear would sponsor the Highland Games in Scotland. To underscore the … Continue reading


WO63 winners

To take on Jägermeister, the winning group clearly decided to go for ‘sex sells’. This drink didn’t quite match the brief so I didn’t feel it was hitting Jägermeister right between the eyes; instead it focussed on hitting on potential partners in the night club. Sadly there is no recording of the TV ad the group re-enacted, but the script … Continue reading


WO62 winners

One way to take on a competitor is to expose their main benefit(s) rather than try to take the higher ground and be better at providing the same benefit(s). Why be a me-too? The case study winners tried to attack Kit Kat, or Lila Pause in Germany, whose benefit is “chocolate during a break” by offering chocolate without a break. … Continue reading


WO60 winners

The latest case study winner was an attempt to hit Coke Zero and steal customers from the same target group. Men, young, successful and health conscious should be attributes that come to mind, and although there were much closer matches to the Coke Zero marketing mix with perhaps more potential to take the fizz out of the brand, Phoenix rose … Continue reading


Philadelphia margarine

On the latest marketing course we finally had students again who were keen to compete. They took on the task of designing a competitor for Unilever margarine brand Lätta. The winners came up with a brand extension for Philadelphia, also a major international brand but not yet known in Germany as this format of spread. There was some confusion for … Continue reading


Going green

The WO50 venture teams were asked to come up with a competitor for Red Bull. As I didn’t say “DRINK”, the teams took this as an indication that anything that takes away the “energy consumption” sale from Red Bull, would be allowed. A lot of the proposals were green (packaging, ingredients, etc). And the winning product had a sting in … Continue reading