Discover how Millward Brown helped a snack food leader increase its advertising ROI

1. DONEC NON LACUS
CHAMPIONS OF CREATIVE FROM IDEA TO FINAL
EXECUTION: OPTIMIZING
CREATIVE
HOW MILLWARD BROWN HELPED A SNACK FOOD LEADER INCREASE ITS
ADVERTISING ROI
CHALLENGE
A leading snack food company sought positioning
that went beyond the popularity of its annual
Super Bowl ads – one that would sustain the
brand year-round.
Our client partnered with Firefly Millward Brown,
our global qualitative practice, to understand what
their positioning meant to the male millennial
target, and to explore if it was appropriate for the
brand.
INSIGHTS
Millward Brown's flexible IDeA solution uncovered rich insights that helped shape the brand positioning
and identify key components for creative development:
o The positioning was relatable to the target audience, with many having the desire to define a unique
personality.
o To them, the Super Bowl positioning meant: acting spontaneously, without fear of consequences.
o The power of humor of an outrageous situation and unexpected twists.
Millward Brown Link™ copy testing of the animatic ads led to recommendations on how to best leverage
the positioning:
o Ensure the brand is the catalyst for making great things happen.
o Keep storylines simple and linear.
o Use humor.
o Focus on romancing the product.

2. ACTION
IMPACT
Changing the creative process to include early
stage development strengthened the impact of
creative. The client's North American brands now
use the Millward Brown IDeA process with plans
to expand globally.
"It's our first effort to get to a more predictive
place on our ad and produce highly effective
advertising that's delivering much better than our
previous efforts."
– Consumer Strategy & Insights Director
Snack Food Company
IS YOUR CREATIVITY PAYING?
To learn how better creative generates stronger sales, contact us.
GLOBAL: daren.poole@millwardbrown.com AMAP: hermina.ghumman@millwardbrown.com
EUROPE: kim.malcolm@millwardbrown.com
LATAM: felipe.ramirez@millwardbrown.com
NORTH AMERICA: dolly.denyse@millwardbrown.com
See more at Millward Brown.
DONEC NON LACUS HUMOR
Moving to finished film, the client's agency made
edits based on Millward Brown's
recommendations, clarifying the storyline and
altering a potentially offensive behavior.
RETURN ON INVESTMENT
High correlation (0.7) between key test metrics
and in-market effectiveness.
+3.2%
SALES INCREASE VS. 2012
+60MM SALES INCREASE IN 2013
Case Study Source: "Building Better Ads and Scoring Big with the Millennial Male", Presented at ARF, REthink 2014