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Cadbury's Trident Launch New Product using Retail Media

Provided by dunnhumby Ltd
Successful new product launch within the chewing gum impulse sector, using Tesco in-store screens

What was the Challenge / Background of the Campaign?

Launching a new brand is hard enough. Launching into a category where your competitor has 97% market share is even tougher. In such a dominated category, not only was trial important, but also to encourage repeat purchase of the product and to encourage long-term brand loyalty.

What was the Campaign Objective?

Awareness of new product, drive sales and encourage repeat purchase.

What was the Solution?

A range of media vehicles were chosen to reach the customer at home and in-store. Integrated planning and a strong visual identity across media channels meant that Cadbury could ensure each part of the plan dove-tailed. The selections ensured the shopper was targeted throughout their shopping experience; before they shop right up to their experience in the aisle. Using insights gleaned from the Tesco Clubcard databse, dunnhumby was also able to identify 500,000 hot prospects for Trident to mail them with an exclusive branded offer in the Tesco Clubcard Statement.

What were the Results?

With over 20m unique individuals visiting Tesco stores every week, the selection of media vehicles ensured maximum awareness of the campaign whilst also helping to drive sales. To measure the campaign, dunnhumby isolated control groups of shoppers using Tesco Clubcard data to develop a very detailed evaluation plan. The analysis showed that the integrated campaign deivered outstanding results; with 47% increase in trial and 39% increase in repeat purchase.

What were the Key Learnings of this Campaign?

Cadbury created a strong visual identity for the launch and a strapline 'What's New Chewin' that was used across the various media channels. The retail media plan enabled the Trident message to be seen by shoppers not just at home, but outside the store, inside the store and right up to the relevant shopping aisle. Developing an integrated solution that targets shoppers at each consideration moment is really important at ensuring long term success of the new product launch, especially within the impulse sector.

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BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kAll Adults, Shoppers, Young Adults
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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