New Brands Case Studies

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The Launching New Brands chapter of our book Marketing Excellence 2 contains 3 award winning case studies by Magners, Change4Life and alli.

The foreword to the chapter and case study summaries below are supplied by Peter Markey, the Marketing Director of More Th>n.

“Launching a new brand is an exciting prospect for any marketer, and yet it is also one of the most challenging areas of marketing today. With the recession still very fresh in our minds, the potential risks and challenges to launching new brands in tough market conditions are more real than ever.”
Peter Markey,
Marketing Director, More Th>n

View entry criteria for the New Brand award

Case Studies for New Brands Case Studies

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Breaking new ground with a new weight loss brand. The company rewrote the rules of the weight loss category with the ambitious launch of a revolutionary new brand. alli’s innovative campaign ran across a wide range of channels and paid off with high levels of consumer awareness and strong sales from the start. Read the full alli Case Study in Marketing Excellence 2.
Tackling a major public health issue by creating a new brand. The Change4Life brand was developed to target childhood obesity and promote a healthier lifestyle and has already made a measurable difference in attitudes and actions. New products and services were developed to motivate families to change behaviours. Read the full Change4Life Case Study in Marketing Excellence 2.
Magners defied industry analysts’ negative views of the potential of the cider market with the successful launch of its new cider brand in the UK, which revitalised a moribund category. The brand’s strong point of differentiation of pouring it over ice brought a sense of freshness to the category, appealing to even the most jaded consumers. Read the full Magners Case Study in Marketing Excellence 2.