Leo Burnett created The Marlboro Man, Charlie the Tuna, Morris the Cat, etc. Marketing by celebrity character is now not something new. It's old school. So Kaplan Thaler Group created, "The Duck." While Chunky Soup enhanced the equity of Campbell Soup as a soup company ( the brand was going to be launched as a stew) - the duck says Aflac is quack. Mr. Herbert is smart to focus on his equity, strength and identity - to inform and motivate his customers to switch brands and to stop listening to agencies short on real ideas according to Advertising Age columnist Jonah Bloom.
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?