Millward Brown Brand Performance Programs are proven to drive brand growth and improve return on marketing investment. Read this client success story of how Millward Brown helped them achieve brand growth. For more information: http://www.millwardbrown.com/Solutions/Brand_Performance.aspx

1. FLAGGING ESTABLISHED BRAND
REIGNITES DOUBLE-DIGIT GROWTH
CHALLENGE
Which key benefits should we communicate in order
TO TURN OUR BRAND AROUND?
Millward Brown identified that the brand needed to ESTABLISH KEY FUNCTIONAL CREDENTIALS
as the basis for laddering up to an emotional benefit. In order to RE-FOCUS THEIR STRATEGIC
THINKING, WE LED A WORKSHOP with the CMO, brand team, media and ad agencies to
REVIEW THE BRAND’S POSITIONING.
INSIGHTS
HOW A FADING BRAND REVITALIZED THE CATEGORY TO DRIVE SALES GROWTH
THEY ARE TASTY
NOT JUST FILLING

2. IMPACT
ACTION
This resulted in a NEW COMMUNICATIONS PLATFORM and THE AGENCY REVISED THE TV AD
to deliver the missing key functional message, shown to be very persuasive by
Millward Brown's copy-testing solution, Link™.
The new campaign DROVE 20% YEAR-ON-YEAR CATEGORY GROWTH
resulting in DOUBLE-DIGIT GROWTH for the brand.
ORIGINAL EDIT REVISED EDIT
27%
47%
TASTY
FULL OFFLAVOR
ARE TASTY
WHAT'S YOUR BRAND GROWTH STRATEGY?
This is how we helped a food brand. Learn more about how Millward Brown can help you improve
your brand performance. Contact:
GLOBAL: patty.currie@millwardbrown.com AMAP: yeemei.chan@millwardbrown.com
EUROPE: claire.spaargaren@millwardbrown.com
NORTH AMERICA: david.stickling@millwardbrown.com
LATAM: diego.bonardi@millwardbrown.com
Visit www.millwardbrown.com/BrandPerformance to view more client success stories.