Brand
Project Summary
Campbells & V8
Campbell’s Sales Company (Makers of V8 Splash, Prego, Campbell’s Soups & Goldfish) was the largest FMCG brand within North America & sought to achieve that position across the entire Latin America & the Caribbean (LAC). The company was retained to increase & / or retain market dominance for its brands across the identified markets.
What was Done
We conceptualized, developed & led the market penetration strategy in the identified markets. The team, conducted market research to establish taste profiles, price points & positioning across markets.
What was Done
Brand positioning
Taste profile development
Product customization
Pricing model design
Distributors identification, standards & negotiations
Recognizing specific subcultures & crafting of specific strategies
Description of Outcomes / results achieved & lessons
Results
Attracted some 110 new outlets
Set up 30 distributors & sub-distributors
Achieved # 2 position in energy drinks
Achieved # 1 position in drinks, foods & snacks markets
Overshot outlined targets for V8 Splash & Gold fish brands
Learning
Taste profiles & consumer behaviours change across markets
Brand dominance & resonance of key importance for realization of sales targets