The value-added portfolio of a CPG company grows by 4.5X with the help of a first-in-category innovation

A category market leader in the CPG industry wanted to develop a consumer insight that could scale innovation for their portfolio of value-added products.

NorthSide was engaged to help identify a consumer insight and execute the idea commercially to help their innovation scale up.

Results

NorthSide identified an insight and used the insight to develop and execute a 360-degree campaign that helped break the clutter and drove persuasion for the innovation.

The value-added portfolio grew 4.5X with the help of the innovation.

Approach

• Identified a consumer life insight that was relevant to consumers.
• Positioned the product using the insight to drive daily consumption within the target audience.
• Conceptualised an idea and tested it with consumers for the ability to break the clutter and drive persuasion.
• Scripted & successfully produced a campaign for national execution.