Dextro Energy - A Case History

transcript

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW 1

+28% sales growth achieved on less than 1% category

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

The combination of :

new consumer insight differentiated brand

proposition bold but cost effective

creative

turned flat year on year salesperformance to +28% sales

growth injust 2 months

• Dextro : an energy tablet that has been traditionally used by diabetics since the 1970s

• To achieve profit in 2008 Ceuta Heathcare (distributor) needed to find ways to increase interest and sales beyond the traditional

• To deliver this increase in brand sales, new audiences were identified and convinced to purchase. This meant

taking Dextro into the incredibly competitive energy supplements and drinks category .... all with a communications budget equivalent to just 1% of the sector spend ...

BACKGROUND

Key learnings from concept research :

• Dextro brand awareness was very low

• Consumers were motivated by natural sources of energy

• Research including TGI enabled us to define the target audience as

energy drink users

for increased brand awareness and usage growth

DISCOVERY

Fact : 60% of Britons would rather die early than take any form of exercise (BHF 2007)

Insight : we are a nation of armchair athletes who like to take shortcuts – men who love sport but don’t play it, busy mums who are too worn out to exercise, tired office workers with the unused gym membership and exhausted commuters whose journeys are enough exercise for one week

DISCOVERY

• We recommended a broader positioning for the brand :

a natural source of energy that could be used by anybodyto help them through the day

A QUICK AND EASY ENERGY FIX FOR ALL

• But Dextro needed to make in roads in a highly competitive energy drinks market on a limited budget

IDENTIFICATION

Campaign proposition :

Life’s Hard

C H E A T

THE IDEA

CONSTRUCTION

• Campaign timed to coincide with Beijing Olympics capitalising on legion of armchair athletes relying on papers and the web to provide their updates.

large audiences targeted at low cost

heavy weight activity to cut

through

heavy weight activity to cut

through

popular press and online core mediapopular press and online core media

multiple executions developed to prevent

wear out

multiple executions developed to prevent

wear out

impactful fractional space, highly visual, clearly branded, simple

message

impactful fractional space, highly visual, clearly branded, simple

message

provided relevant creative for target and positioning environment

CONSTRUCTION

Microsite created brainbodyboost.co.uk

Flex booking delivered fantastic relevant

positions

providing extra oomph ... at no extra cost

EXECUTION

EXECUTION• + 28% sales growth

• Double any previous ROI achieved

• Sales recorded were highest on record

• Won the SmART award for Effective Marketing on a Small Budget

• Nominated at the OTC awards

What do we do?

Brand strategy and campaign

development. A bespoke creative

agency mixing market analysis

with lateral thinking.

Specialist in premium &

challenger brands, especially in

alcohol & travel.

Dextro Energy - A Case History

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