Calle Company and Miller Brewing teamed to develop Cold-filtered Miller Genuine Draft - arguably Miller's most popular brand. No one at agency or client level has developed as popular a brand or strategy since. Here again it sounds like someone on Madison Avenue threw a dart at the strategy telephone book and got lucky. The agency CEO says "OK, now we've got 'something' that works so we're going to expand it." Clinging to the account for the perilous ride, I'd have trouble sleeping at night not knowing how to find an even better strategy. But there are at least 500 ways to better position the brand found by utilizing the disruptive information creation techniques we've proven at Miller, Procter Gamble Pepsi and Frito-Lay. By the way, never used "LIFE is my favorite beverage" outscored every other tested strategy for intent to purchase via BASES when developed by Calle Company for the brand at the same time we developed MGD. Cavemen averting extinction by having a brainstorm insight on how they'd divert an asteroid heading toward earth won thunderous applause. www.callecompany.com This is one execution in a series as to how LIFE disrupted Budweiser and became everyone's favorite beverage.
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?