Turning Around the Biggest Kid Brand
In The Grocery Store
Problem: A
six year decline in volume and share stemming from a gradual
loss of kid passion for the brand and growing adult concerns
about nutrition.
Solution: A
complete brand re-stage led by Just Kid, including a new
and vertically integrated positioning, product migration
path (based in significantly more wholesome formulations),
promotion strategy, and advertising direction.
Results: Double
digit growth in volume and share
(on a $600M brand) beginning
at the precise moment of our brand re-stage.
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