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CELEBRATINGINNOVATIVEBRANDSWORLDWIDE...andhowtheyFindNewSpace
?Kantar2024
INTRODUCTION
Innovationiscrucialtodriving
sustainedgrowth.Forallbrands,bigorsmall,successdependsonfindingnewwaystoengagewithpeople.
Thiscanhappeninmanyways–notjustthroughnewproductsorservices,butalsoinadditionalcontexts,on
differentoccasions,orwithwiderdemographics,forinstance.Kantaranalysishasshownthatbrandsthatcanidentifyandmoveintonewspacedoubletheirchancesofgrowth.But
gettingitrightisn’teasy.So,whatmakesthedifference?
Tohelpanswerthatquestion,lastyearwelaunched
Kantar’sOutstandingInnovationAwards.Wedrewonour
comprehensiveresearchtoidentifyexcellenceininnovation
andsharekeyinsightsonhowbrandswereachievingit.Fromhouseholdnamestoemergingstars,thewinners
andtheapproachestheytookwerehugelydiverse.Whattheyhadincommonwasanabilitytostretchinnewdirectionswhilemaintaininganauthenticpresence.
Forthisyear’sawards,we’reagainshowcasingthebrands
thathavedemonstratedthevisionandboldnessnecessarytostepintonewspace.Asthewinnersmakeclear,there’s
noone-size-fits-allanswer–andthepathtosuccessisrarelystraightforward.Therewards,though,areundoubtedlyreal.
CONTENTS
ASTANDINGOVATIONFOROURWINNERS4
CATEGORIES
CONSISTENTLYINNOVATIVEBRANDS6
RISINGINNOVATIVEBRANDS14
PIONEER22
BRANDBLUEPRINTAWARD–INNOVATION26
FIVELESSONSLEARNEDFROM32
SUCCESSFULINNOVATORS
CONCLUSIONSANDIMPLICATIONS40
2?Kantar2024|3
ASTANDINGOVATION
FOROUR
WINNERS
BeingMeaningfullyDifferent
KantarBrandZanalysisconsistentlyfindsthat
thebrandsthatpeopleperceivetobemeaningful(meetingpeople’semotionalandfunctional
needs)anddifferent(offeringsomethingthatothersdon’t,andleadingtheway)consistentlyoutperformtheS&P500.Allourwinnersscoredhighlyonbeingmeaningfulanddifferent.
Demonstrating
innovativebehaviours
Thewinnersalsoscoredhighlyononeormoreofthefollowinginnovationattributes:shakingthingsup,
fittingwellintoeverydaylife,leadingtheway,offering
agoodrangeofproductsandservices,making
people’slivesbetter,havingwell-designedproductsandservices,andbeingcommittedtosustainability.
Sustainedbusinessimpact
MeaningfullyDifferentinnovationsshoulddrive
improvedbusinessperformance.Toassesstheimpact
ofinnovationonbusinessresults,welookedatsalesdata(whereavailable)andKantarBrandZscoresincluding
DemandPower,FuturePowerandPricingPower.
WeidentifiedourwinnersusingKantar
BrandZdata,Worldpaneldataaswell
asassessmentbyourinnovationexperts.
Weusedthreeimportantcriteria.
Wesupplementedthisanalysiswithawiderangeofpubliclyavailableinformationsources,andinterviewswithsomeofthewinningbrands.
Let’srevealthewinnersineachcategory,andwhatmakesthemstandout.
4?Kantar2024|5
Thewinnersinthiscategoryhavedemonstrated
innovativeactivityoverasustainedperiod.
AnanalysisofKantarBrandZdatafromthelastfiveyearsrevealedhowthesebusinesseshave
successfullyforgedpathsintonewspace.
Whetherthey’reanewkidontheblockortheproudownerofadistinguishedheritage,thebrandsherearenevercontenttorestontheirlaurels.
6?Kantar2024|7
8
NUTELLA
Nutella’sinnovationjourney
beganinPiedmont,Italy,in1964–whenthecompanyFerreroblendedhazelnuts,sugarandcocoainto
asmart(andsweet)solution.
Themuch-lovedbrand’sdistinctive
identityisreflectedinperceptionsof
itasbeinghighlymeaningfuland
different.Nutellaisnowbuildingon
thisstrongfoundationtomoveinto
excitingnewspace.InEuropelastyear,itlaunchedproductstargetingthe
out-of-homemarket.Spottinganopportunityinpeople’schangingattitudestowardsdesserts,the
companyworkedwithquick-servicerestaurantstoofferNutellapastriesinMcDonald’sandNutellaice
creaminKFCandBurgerKing.
Thebrandisalsoinvesting
significantlyintheUSmarket.In
2023,itdoubleditsline-upthereby
bringingtwospread-filledproductstothecountry:itsB-Readywaferbars
andheart-embossedNutellaBiscuits.
Genuinelyboldmovesinnew
directionscreateidealopportunities
forimaginativeadvertisingand
marketing.Nutellahasseizedthis
chancethroughplayfulcampaignsthathavereinforceditsuniquecharacter.In2022,thebrandlaunchedacollectible
‘BreakfastacrossAmerica’
rangeofjarsintheUS.Intendedtohelppeoplecreate“specialbreakfastmemories”,these
featuredoneof16landmarklocations
alongsidealocalrecipe,fromaNew
Orleans-inspiredbeignettoblueberry
pancakesfromPortland.Similarlines
havefollowedinIndiaandCanada.Andtomarkits60thanniversarythisyear,
Nutellalaunched
11limitededitionjars
,featuringrelatablepersonalitieslike‘thesuperhero’,‘theromantic’and‘thechef’.
Thespiritseenintheseinitiatives
comesthroughinthewaypeople
seeNutellaasshakingthingsupand
leadingtheway.Inaddition,thebrand’songoingdeterminationtostayontop
oftrends–itislaunchingaplant-basedversionthisyear–helpsexplainwhyitisexpectedtogainimportanceinfuture.
Nutellashowinghighmeaningfulanddiferentscores
170
150
130
110
90
70
50
Shakingthingsup
Leadingtheway
MeaningfulDiferentWillgain
importanceinfuture
NutellaAverage
Source:KantarBrandZ
“Thechangeintheperceptionandconsumptionofdessertshasledustobepresentintheout-of-homemarketalongsideotherstrategic
andpenetratingpartnerswhocancoverthedifferentconsumptionmodesrequiredtoday:on-premise,on-the-go,take-away,and
homedelivery.Nutellaisconfirmedasthemostsuitableproducttobecomepartofthechannel’soffer,thankstoitsversatility.”
GabrielePrimavera,
Out-of-HomeSalesDirector,
Ferrero
?Kantar2024|9
JIO
“JioPlatformsisprimedtotaketheleadona
globalscaleinadvancing6Gcapabilities,
whichwouldbethefirst
Fromconnectedcarstocontent,Jio’sactivitiesreachfarand
wide–buttheyaredrivenbya
clearunderlyingpurpose.Thisis
reflectedinKantardata,which
indicatesthatpeopleseethe
brandasfittingwellintotheir
liveswhilemakingthembetter.
Thecompany’stopFuturePowerscoreisbackedupbyproducts
likeitsAirFiberservice–providingfastspeedswithoutacable
infrastructure–anditspioneeringresearchinto6G,whichitaims
totaketotheglobalstage.
Atelecommunicationsoperatorsince2016,theIndianbrandJiohasshown
courageandvisiontoexpandintoa
MDSBehaviours
widevarietyofothersectors,driving
rapidgrowth.Jio’stopBrandZscores
MEANINGFUL154
DIFFERENT157
SALIENT169
forDemandPowerandPricingPowerattesttoitsconsistentdisruptionof
newmarkets.Thefreedailymobile
dataitofferedatitslaunchproved
massivelypopular,catapultingIndiatothetopspotinglobalusage.Sincethen,Jio’saffordablepricesandeye-catchingoffers(suchasfreeTVs)
into
companytheworld
havecontinuedtoseehugeuptake,forcingotherproviderstoadapt.
Thebrand’sgrowingconsumer
developthe
next-generationnetwork.”
basehasallowedittobuilda
comprehensivedigitalecosystem,rangingfrommusicandvideo
streamingtofinancialservicesandonlinegroceries.
Jio’snationwide,low-cost4Gnetwork
hasempoweredruralcommunities.
InnovativeBehaviours
MukeshAmbani,
Chairmanand
ManagingDirector,
Jio
126
123
TogetherwithinnovativeproductsliketheJioBharat,abudgetfeaturephone,itissupportingeconomicgrowthand
Makepeople’slivesbetter
Willgainimportanceinthefuture
124
125
Oferagoodrange
Fitwellintoeverydaylife
helpingtobridgeIndia’sdigitaldivide.(Jioadded2millionruralmobileusersinJuly2023,whileitscompetitorslostground.)Lastyearthebrandbrokethemouldagain,providingfreestreamingofliveIndianPremierLeaguematchestoattractmillionsofcricketfansto
itsvideoplatform.Analystsbelieve
FuturePower
127
121
Standfor
somethingunique
122
thisaudaciousmovecouldleadto
Havewelldesigned
productsandservices
%
aroundhalfofIndia’svideoondemandsubscribersswitchingtoJioCinema.
124
PricingPower
124
121
215
DemandPower
144
Shakingthingsup
Leadingtheway
SustainabilityIndex
?Kantar2024|11
Source::KanttarrBrandZ10
SAMSUNG
Samsungregaineditsnumberone
positionintheglobalandEuropean
smartphonemarketsinthefirstquarterof2024.ThepopularityofitsGalaxyS
Seriesmodelcontributedtothecompanyselling12.1mphonesinEuropeinthe
period,achievinga37%marketshare.
Thebranddoesnotonlyrelyonlyonthe
strengthofitscurrentofferstogrow:ithas
shownrealconfidenceinitswillingnessto
stretchintofertilenewspace.Samsungoffersafarmoreextensiverangeofsmartphones
thanitsrivalApple,frommoreaffordabletohigh-endmodels,andleadsthesmallbutsignificantfoldablephonesmarket.
Thecompany’sdeterminationtocontinue
innovatingisseeninitscutting-edgeresearchinscreentechnology.Lastyearitunveileda
newfoldablephoneconceptthatcanbend
360degreesbothinwardsandoutwards–
alongsideotherexcitingprototypeslikean
OLEDscreenwithabuilt-infingerprintsensortomeasurehealthdata.Thevaluesthat
underpinsuchworkarereflectedinpeople’sstrongimpressionthatthebrandisleadingthewayandstandsforsomethingunique.
Samsungalsoshowsgenuineimaginationinitsapproachtosustainability–helpingexplainwhyitleadsperceptionsforthis
categoryforitssector.Since2022,the
companyhaspartneredwithscientists
torecyclediscardedfishingnetsinitsproducts.Recycledmaterialscannowbe
foundinallSamsung’sGalaxymobileproducts
–includingtablets,PCsandwearablesaswellassmartphones.TheGalaxyS24seriestakesthisapproachastepfurther,incorporating
recycledmetalsinkeycomponents.ThebatteryintheGalaxyS24Ultracontainsaminimumof50%recycledcobaltand100%recycledrareearthelements.
Samsung’sgroundbreakingsustainabilityinitiativescontributesignificantlytoits
highDemandPowerscore,whereit
comfortablyoutperformsitscompetitors.
12
“Samsungis
responding
tothethreats
ofclimate
changewithacomprehensiveplanthat
includes
reducing
emissions,newsustainability
practices
andthe
development
ofinnovative
technologies
andproducts
thatarebetterforourplanet.”
Jong-HeeHan,
ViceChairmanandCEO
SamsungElectronics
INNOVATIVEMATERIALS
RecycledMaterials
GalaxyS24seriesusesrecycled?shingnetsandothermaterials
MARKETLEADERSHIP
$24B
revenuefrommobileexperience(MX)
ExpansiveUse
Foundinphones,tablets,PCsandwearables
12.1M
ENVIRONMENTALIMPACT
smartphonessoldinQ12024
Implemented
practices
newsustainability
37%
marketshareinEurope
Developed
products
eco-friendly
SamsunghastopscoresversuscompetitorswhenlookingatDemandPower,FuturePoweranditsSustainabilityIndex
Haveanimpacton
DemandPower
SustainabilityIndex
SamsungBrandABrandBBrandCBrandDBrandE
BrandFBrandGBrandHBrandI
125
120
118
106
104
103
101
101
100
99
400
277
123
113
103
87
86
SamsungBrandABrandBBrandCBrandDBrandE
73
58
45
BrandFBrandGBrandHBrandI
FuturePower
Samsung139
BrandA133
BrandB133
BrandC131
BrandD129
BrandE123
BrandF112
BrandG109
BrandH104
BrandI103
Source:KantarBrandZ
?Kantar2024|13
Intoday’sconnectedsociety,consumers’
expectationschangefast.Thewinnersinthis
categoryhaveinthelasttwoyearsshownthe
capacitytomeetthischallenge:evolvinginline
withrapidlychangingtrendsorgeneratingnewonesoftheirown.WeanalysedKantarBrandZ
datasince2022toidentifythebrandsreinventingthemselvesinimaginativeandexcitingways.
14?Kantar2024|15
CHASEPAYMENTS
ThroughChasePaymentSolutions,theUSbankJPMorganChasehas
steppedintoadynamicnewspace,offeringasuiteofproductsto
helpsmallbusinessesmanagethe
paymentprocessmoreefficiently.Thearmofthebusinesswasrebranded
in2022,helpingthebanksecureastrongpositioninagrowing
marketwhilebuildingrobust
relationshipswithsmallenterprises.
Asconsumersincreasinglyshuncashtopaywithcardsandphones,Chasehasadaptedtomeetthisneed,
combiningthetrustithasearnedasanestablishedfinancebrandwith
theagilityofafintechstartup.ItsQuickAccepttechnologyprovidesa
fast,convenientwayformerchants
toreceivecreditcardpaymentsin
personoronline,andmeanstheyseefundsintheiraccountthesameday.Itcanbeusedwithtoolsincludingapoint-of-saleterminalandapp,cardreader,and‘taptopay’foriPhone.
Datafromthesetransactionsisbroughttogetherthrough
ChaseCustomerInsights–a
businessintelligenceplatform
thatprovidesintuitive,actionableanalytics,withnoadditional
setuporfees.Supplementary
offerssuchasthiscreateadeeperengagementwithsmalland
mediumbusinesses,openingupfurtheropportunitiesthrough
Chase’swiderbankingservices.
ApositiveresponsetotheserviceisevidentinChasePaymentSolutions’risingscoresforMeaningfulness
andDemandPower,aswellasitsincreaseinFuturePower.
Perceptionsofarangeofrelevantattributeshavealsorisen,with
thebrandincreasinglyseentobeshakingthingsup,offeringagoodrangeandstandingforsomethingunique.Recentmoves,suchasitsexpansionof‘taptopay’into
Canada,indicatethebrand’songoing
drivetoengagewithnewusers.
16
ChasePaymentSolution’sDemandPowerandFuturePowerincreasingversus2023
150
100
50
0
2023202420232024
DemandPowerFuturePower
Source:KantarBrandZ
?Kantar2024|17
VIRGIN
AUSTRALIA
In2020,newchallengesfacingtheaviationindustrypromptedVirgin
Australiatocompletelyre-imagineitsbusinessstrategy,focusingonastreamlinedfleetfordomesticandshorthaulinternationaltravel,a
revitalizedcustomervalueproposition.
Thismovewasaccompaniedby
newsustainabilitymeasures,andacommitmenttoreachnetzero
by2050.Thechangeofdirectionwasreinforcedthroughinspired
creativecontent,emphasisingthepromiseof“exceptional
experiencesatgreatvalue”.
Therenewedsenseofpurpose
broughtauthenticitytoVirgin
Australia’smarketing,allowingittostrikeachordwiththepublic.
Anewbrandcampaign‘BringonWonderful’,focusingontheairline’sstaff,highlighteditscustomer
serviceandambitionto“bring
joytoyourjourney”.Onepopular
experiencewastheMiddleSeat
Lottery,whichgavecustomers
whobookedthis-traditionallyonly1%ofcustomers-thechanceto
winthousandsofdollars’worthofprizes,suchasflights,tickets,and
holidays.Thecompetitiongeneratedpublicityacrosstheworld,andwasextendedforseveralmonths.
Thechangeshelpedthebrand
findnewspaceinmeetingdemandfordomesticandshorthaultravel
followingtheCOVID-19pandemic.
In2023,VirginAustraliabecameprofitableforthefirsttimein
nearlyadecade.Itspenetration,aswellasitsFuturePowerscore,arealsonowbothresurgent
followingpost-pandemicdips.Thisturnaroundvindicatesthe
brand’scourageinrebuildingitsstrategyanditscommitmenttoinnovationcontinuestobeseeninnewofferssuchasbaggagetracking,arebookingtool,
andplanstoallowpetsinthecabin.Theseeffortsareclearlygettingconsumers’attention.
Kantardatashowstheairline
isincreasinglyseenasgaining
importance,shakingthingsup,
andfittingwellintopeople’slives.
“Theseexamplesofourinnovationall
solvedifferentproblems–butwhatis
consistentisthewayweconsiderwhatthecustomerexperiencelookslike,whatthepainpointsareforcustomers,and
howwethinkaboutinnovatinginthosespacestosolvethoseproblems.”
LibbyMinogue,
ChiefMarketingOfficer,
VirginAustralia
VirginAustralia’skeyInnovativeBehavioursscoresrisingyearonyearfrom2020Restructure
Index
140
120
100
80
60
40
20
0
Average
WillgainimportanceinthefutureShakingthingsup
FitwellintoeverydaylifeOferagoodrange
Makepeople'slivesbetter
Standforsomethingunique
HavewelldesignedproductsandservicesLeadingtheway
201420162017201920222024
Year
Source:KantarBrandZ
18?Kantar2024|19
BECK’S
Apioneerofdevelopmentssuchasgreen
bottles,UV-protectedbottlesandthesix-packformat,theGerman-foundedbeerBeck’sis
“drivenbyinnovation”.Thebrandcontinuestobuildonthishistory,takingaseriesofboldstepstoopenupexcitingnewspace.
Imaginativelaunches,like2018’sspecialeditioncansshapedlikechampagneglasses,have
encouragedpeopletorethinktheirperceptionsofthebeerandconsideritinnewcontexts.
Beck’shasalsodevelopedasuccessionof
inventiveproductstorespondtoevolvingneeds.In2019,itbroughtusLemonBrew,thefirst
‘naturradler’(naturalshandy).Combining50%Beck’sbeerwith50%brewedlemonadecreated
thisdrink’s“100%naturaltaste”–offeringalesssweetflavourthantypicalshandies,withfermentednotes.Themovedemonstrates
howBeck’sneverstandsstill–notsimplyfollowingtrends,butredefiningthem.
Thecompanycontinuestoscanthehorizonto
identifynewopportunities.InBrazillastyear,thebrandunveiledBeck’s70+,alimited-editionbeerformorematuredrinkers,workingwithAKQA
onanaccompanyingadvertisingcampaign.
Featuringamoreintenselybitterflavourto
accountforthereducedtastesensitivitythat
cansometimescomewithage,theproduct
allowedthebrandtoengageeffectivelywitha
sometimes-overlookeddemographic.Beck’salsorecentlyunderlineditsdisruptivespiritwithBeck’sAutonomous,abeerdesignedusingAIforeverystepoftheprocess,fromrecipetoadvertising–
includingitstagline,“Thebeerthatmadeitself”.The450bottlesproducedsoldoutwithinhours.
Theimpactofinitiativesliketheseisevidentinthewaypeopleseethecompany.
WithinGermany,Beck’shasbeenthemost
differentiatedbeerbrand,andhadthehighestscoreforleadingtheway,since2014.Italso
boaststhesector’sstrongestPricingPower,andistop-ratedforshakingthingsup.
20
“Withnewbehaviorsineverydaylife,
maturitytakeson
adifferentmeaningintoday’ssociety...
Itisadialogue
withthepro-aging
culturemovement,
whichunderstands
thatagedoesnot
limitpeople’sdesiresandaspirations.”
RodrigoBarbosa,
CreativeDirector,
AKQA
MDSBehaviours
109
MEANINGFUL
138
DIFFERENT
131
SALIENT
Source:KantarBrandZ
?Kantar2024|21
Thiscategoryrecognisesbrandswhobreaknew
groundintheirsphere,developinguniqueapproachestoenternewspace.Weusedaqualitativeanalysistoassessthebrand’swiderangeofinspiringactivity.
22?Kantar2024|23
24
FINI
Fini,aSpanishconfectionerymakerwhosebiggestmarketisBrazil,
standsoutasabusinessthathas
imaginativelyfoundnewspaceway
beyonditshometurfofconfectionery.
Itconsistentlydelightsconsumers,
usingitsinimitablecharmasa
springboardforinnovationthatwinsnewfansandsurprisesoldones.
Fini’spersonalityshinesthrough
intheadventurouspartnershipsithasdevelopedwithotherbrandsintheBrazilianmarket.From
shoestolipbalms,thebrand’s
collabsmakethemostofitsrichsensoryappeal–fromflavourandcolourtotextureandsmell.
Notonlyhasitjoinedforceswith
otherfoodcompaniessuchasthe
GoCoffeechain,whichoffersa
vibrant‘CandyLine’ofFinidrinks.Ithasalsouseditsjoyfulcoloursand
scentstoteamupwithavarietyof
fashionbrands,includingtheflip-flopmakerHavaianas,andColorama
nailpolish.AndwithCarmed,alip
balmfromthepharmaceuticalfirm
Cimed,Finirecentlylaunchedoneof
themostpopularcollabsinBrazil.In
2023,CarmedwasproducedinarangeofFiniflavours.Afterengagement
withsocialmediainfluencershelpedmaketheproductahitwithyoungpeople,Cimed’searningsfromtheCarmedlinesoaredfromR$24m
in2022toR$400min2023.
Asitstretchesintonewsectors,
Finidoesn’ttakeitscoremarketforgranted.Withspecialconfectioneryeditionsinspiredbyiconicmovies
suchasHarryPotter,orlinkedto
traditionalBrazilianfestivities,italwaysofferspeoplesomethingnew–and
suggestsnewoccasionsforenjoying
theproduct.Thebrandthinkscarefullyabouthowbesttoservepeople’s
needs–producingdifferentsizesofpackettosuitarangeofsituations,from14gto450g.Finialsocreatesnewversionsinlinewithgrowing
foodtrends–recentlylaunchingveganandsugarfreeoptions.
“Withwell-definedvalues,Finiknowsexactly
whatexperiencesitwantstoprovide
toitsconsumers,prioritizingqualityandefficiencyineverythingitproduces.Thebrandvaluesthespecialandisdedicatedtoinventingandcreatingwithout
worryingaboutbarriersorjudgments.”
PabloMoreno,
GlobalMarketingDirector,
Fini
SMELL
Havaianas
(fashionbrand)
FLAVOR,
TEXTURE
ANDSMELL
Carmed
(lipbalm)
COLOURS
ANDSMELL
Colorama
(nailpolish)
FLAVOUR
GoCoffee
(coffeeshop)
Source:
?Kantar2024|25
TheseawardsweregivenattheCannesLions
festivalofcreativityandinnovationinJune2024.Theyrecognisebrandsthathaveconsistently
demonstratedinnovativebehaviourswhilemovingintonewspace.Havingworkedcloselywiththese
brands,werecentlyhadthechancetointerviewthemindepthtounderstandhowthey’vebuiltontheirstrongheritagetoreinventtheiroffer.
26?Kantar2024|27
BAILEYS
Baileyshasunlockedmassive
opportunitiesbyreimaginingwhatitcanoffertoconsumers.Thebrand
hadseenmanyyearsofdouble-digit
growth.Itsperformancedippedin
about2009,however,whenit“startedtoloserelevance”andlaterlostaround11millionconsumers,SarahGilligan,
GlobalInnovationMarketingManagerforBaileys,toldKantarinaninterview.
Thebrandhassinceturnedaround
itsfortunesbyhavingthecourageto
fundamentallyrethink“whatwasgreataboutBaileys”,saysGilligan.Realisingthatthetrueproductidentitywasinfact“partcake,partbooze”,itdecided
topositionthebrandasanadulttreat.
Thismeantthatfromthesmallworld
ofcreamliqueurs,Baileyscouldmove
intothe“big,big,worldoftreating”.Embracingthe‘fiveCs’ofthisnewarena–cake,coffee,chocolate,icecream
andcocktails–“openedupmassive
versatility”,andinjectedanewplayfulnessintothebrand’scommunications.
consumersandnewoccasionsthatcan’tbeaccessedbytheoriginalIrishcream”,says
Gilligan.InnovationslikeBaileysStrawberriesandCream,whichwaslaunchedinthe
summer,havehelpedthebrand“stretchintonewseasons”,beyonditstraditionalstrong
periodaroundChristmas,andrecruitup
to25%moreconsumers.MintChocShakeandBaileysColadaareamongtheotherdrinkflavoursonoffer,alongsideBaileyscakes,icecreamandchocolates.
Gilligansaysthekeytosuccessfulinnovationistostartwitha“reallyclearstrategic
intent”forwhatitcandeliverforconsumers.Shealsoadvisesbrandsto“staycurious”in
seekinginspirationfromdiverseplacessuchas“thedynamicworldofcoffeeandcake”.
“Thetreatingstrategyhasallowedtoanchorourselvesinlotsofdifferenttreats,andshowcasehowversatiletheBaileysbrandcanbe.”
SarahGilligan,
GlobalInnovationMarketingManager,
Baileys
Innovationswithinthis“rich
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