It’s not me it’s you

Click here to read MARKETING it’s not me it’s you

Cornering the market with Grant’s Whisky

In May 2009, Grant’s Whisky mandated that Grant’s had to take back #1 position before the end of the calendar year. The old rules no longer applied. We needed to change the game in the NZ whisky market.

Visit Britain

VisitBritain – Alt Albion

How do you convince a fickle Gen Y audience that Britain is cool when their overwhelming perception is that it’s stuffy and boring?

The core of our idea was very simple. To use social networks to spread the word about the side of Britain that really would appeal to the Gen Y audience. That’s all very well. But how do you make this happen on a large scale – and on a relatively small budget?

Ribena

How Brand Acceleration refreshed sales for Ribena.

In March 2007, the Ribena brand was in big trouble. Its claims over the vitamin C content of ready-to-drink Ribena had been publicly challenged by two Pakuranga College students doing a school science project.

GlaxoSmithKline were taken to court and fined $217,500 for misleading customers. So it was hardly surprising when Ribena lost 50% market share after the court case.

The following year was understandably one of damage control. Apologising to consumers, reformulating Ribena, and repackaging to reflect accurate claims about vitamin C content. An organisation called AsureQuality was also brought on board to independently test the whole Ribena range on a regular basis.