Case Study for Agency
03-1014832-019

Situation: facing a formidable competitor, our client hired us to help
regain momentum and build share. The brand was losing distribution and
there wasn't time to build the brand through advertising.

marketing challenge: how to take a small budget and make it work twice
as hard as the category spending leader.

Solution: Our recommendation was to convert the entire marketing budget
to a top 20 account marketing plan where we built the brand via
consumer activity such as DJ driven endoresment radio, account-specific
marketing, partner tie-ins, and localized media. Our message was to
position the brand as "preferred over XXX" and focused the USP on
product innovation to make the case.

Results: The campaign drove volume increases more than 40% in the top
20 markets, built distribution amongst most profitable classes of
trade, and earned us AOR status for the client.