THE CHALLENGE
You’re a distant number two brand in a market dominated by one of the FMCG heavy weights .You’re two months behind your leading competitor’s latest marketing push and have a fraction of their budget. So how do you get noticed and drive brand share?
THE SOLUTION
We identified that life post-50 is more about rejuvenation than retirement. With the kids having left the nest, it’s about getting on with enjoying life – seeking new experiences and engaging in things you are passionate about.
Accordingly, we positioned Logicol as a true lifestyle ‘enabler’ and developed custom content on TV and in print, offering true inspiration for baby boomers to get passionate about life.
THE RESULTS
Logicol grew 53.8% year-on-year, and the campaign was the catalyst to an overall category growth of 31.8%. Along the way it picked up 4.2 share points – delivering the highest brand share ever for Logicol.
