A True Story
Case Study 1 - Cook Islands
Case Study 2 – Sweete
Case Study 3 – LayAway
Case Study 4 - NZ Football
Chalis was asked to launch a new natural sweetener made from the Stevia leaf.
The product was going to be retailed in supermarket and targeted at women.
Chalis ran a series of focus groups to understand the current perceptions of sweeteners, barriers to change and the emotional cues that would connect women with this product.
The product was launched to the market with a series of magazine ads, in-store taste testing supported by in-store radio, sampling via the website, online advertising, Google ads words and social media.
Sweete also engaged personal trainer Lee-Anne Wann as a highly respected brand ambassador.
With only a small launch budget, sales through supermarket surpassed the stores expectations, resulting in urgent requests for the product as shelves were empty.
Why it worked
The obvious advertising answer would have been a cute play on the name Sweete.
However the focus groups clearly indicated that the women wanted information and a level of reassurance that this product was natural, safe and tasted good.
Lee-Anne offered the reassurance and was highly credible because she actively believed in the product and used it herself.
The ads told the story and history of the Stevia plant in a warm and open manner.
And by getting the product into the hands of consumers in a personalised manner all the tipping points the women had mentioned were addressed.
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