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Monday, August 18, 2008
I Love New York
About Me
I run Calle & Company; the most successful new products development company in the consumer packaged goods industry. More new products from Campbell's Chunky Soup to Cold-filtered Miller Genuine Draft have been conceived and created here than anywhere else. In 45 years I've worked with the pioneers and mentored the people who made all of the mistakes so that you don't have to. Many became my competitors. Today, more corporations from Procter & Gamble to GlaxoSmithKline acquire and manage brands invented or reinvented by our firm as a way to build wealth, add value and fuel expansion than any other. So don't spend your lifetime acquiring your first career's worth of experience. Contact Calle & Company about your next new product and dramatically improve your odds of success. (future@callecompany.com) You can find out more about my company, Calle & Company at AgencyFinder.com
MARKETING RAMBO

CHIEF EXECUTIVE
Create Valuable Companies
Are your new products solving the wrong problems? In what areas are you attempting to innovate? Las Vegas odds makers say you're barking up the wrong tree and looking for love in all the wrong places.
What possessed Miller management to chase dry beers from Japan? Cold-filtering was the solution that made the company more valuable. What do you do if you're Starbucks and the strategy that at one time made you all powerful now renders you a commodity with a competitor on every street corner? Maximizing day parts with oatmeal and breakfast menus will not make Starbucks more valuable. How can I help you? How long has it been since anyone in your company impacted the performance of an established brand by sustaining at least a billion dollars in growth each year over a decade? I'll bet it's been at least 25 years.
There isn't a problem in any company that can't be solved by a great new product. Vaseline Intensive Care Lotion. NyQuil, Tic Tac Mints, Claritin, Imitrex, Lipitor, Mennen Speed Stick, Tylenol Gelcaps, Ragu Spaghetti Sauce and more; We share each of their stories. Turning a prototype stew into Chunky Soup put the Campbell's Soup Company over a billion dollars in sales for the first time in 1970. That prototype stew became the soup you eat with a fork. So what new products concepts are in your current deck? What new hidden Product Dimensions might breathe new life into an old idea and propel your brand forward?
At Procter & Gamble management believed consumers only purchased disposable diapers for reasons of 'fit' or 'dryness'. You had to fit the baby better and you had to keep the baby drier. The brand had nowhere to grow. By convincing moms that being a toddler was just another stage or phase in the development of an infant and newborn enabled Pampers, repositioned as Pampers Phases Developmental Diapers to arrest toddler migration to rival Kimberly-Clark brands and grow the Pampers business by $1.2 billion each year for the next ten years.
Invite Martin Calle to speak at your next new products & innovation meeting.Calle & Company invites your brand and marketing managers, food scientists, chemical engineers, market researchers, product & packaging design personnel and advertising agency to every meeting!









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Calle & Company founder
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Martin Calle
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