When it comes to launching new food and drink products, the traditional comms approach involves a big ATL budget with a healthy slice for TV, significant trial price offers and a boatload of in-store.

The objective is to secure immediate distribution with multiple retailers who demand heavy investment in above the line to drive awareness. And while this model can be successful, data from Nielsen indicates that three out of four new product launches fail within the first year.

Recently, we’ve noticed the emergence of a new model. Agile brand-builders are recognising that modern consumers are better informed about the products than ever. They want to curate their own knowledge about brands and categories. They want to be part of the NPD process, not content to be passive recipients.

The new model employs a variety of techniques to build cultural traction before taking a product to the mass market: seeding with key customers, activating through experiential, collaborating with influencers and fanning the flames through social media.

But is it relevant to all businesses, or just agile young start-ups? To find out, we partnered with The Grocer to invite leading industry brand owners to discuss our hypothesis.

SPEAKERS

Edd Southerden (report author), Head of Planning, Bray Leino

Rhian Williams, Senior Marketing Manager, Innocent

Rebecca Oliver-Mooney, Head of Customer Value, Müller Dairy

Alyona Fedorchenko, Gum, Mints & Fruity Confectionery Marketing Director UK, Mars Wrigley

Camilla Barnard, Founder and Marketing Director, Rude Health

Barney Mauleverer, Co-founder, Fuel10K

Lee Willett, Marketing Director, Dairy Crest

Key take outs:

• Big brands need not fear the new model. There’s lots to learn and admire from a more agile ‘do and learn’ mindset.
• Retailers are your partners. Make sure they understand the opportunity to differentiate their offer early in the process as exclusive partners.
• Ensure you have a cultural ‘footprint’ strategy in place. Create the right cocktail of positioning, seeding, packaging, and promotion to ensure there is genuine momentum behind you before you reach a supermarket.
• The model changes, but old certainties remain. It’s become ever more important to be sure of your brand’s role, positioning and core DNA.
• From mass market to micro premium. Marketers are planning for small volumes of niche premium products that meet consumer needs more directly.
• Traditional model + new model. The evolution of the launch model means there’s even more opportunities for new brands to enter the market.

FOOD AND DRINK: A NEW MODEL FOR LAUNCHING NEW PRODUCTS

Visit Bray Leino's showcase to read the full report.

CONTACT

Matt Henkes, Marketing, PR, Digital Content, Bray Leino, [email protected]