consistent top-line growth for Fortune
And we’ve done
it across every
consumer target, category and country.
We’ve revitalized, transformed and grown the world’s
top brands — and created entirely new ones.
CEM helped Mars understand the
drivers for snacking and how they were different from those of the candy
category. Winning Best New Product of the year at WalMart, M&M Snack
Mix was the company’s first true entry into the high-growth snack category.
Pepsi had made several attempts in lemon-lime
but had difficulty against Sprite. Revealing how lemon-lime’s
key drivers were different from cola, we uncovered the subconscious
drivers of superior light refreshment. Developing the name, product,
positioning and graphics, Sierra Mist became the number 3 lemon-lime
brand practically overnight.
When we began working with Post Great Grains,
Kashi had the natural cereal category all sewn up. Even
though Great Grains was actually more natural, it was known only for
its delicious taste. We identified Category and Brand Triggers® that
helped the brand transition into the “natural cereal” category, making
significant share inroads into Kashi’s domain.
Sabra, established the U.S. hummus
category and experienced tremendous growth with early adopters, but
it had leveled off in recent years. By identifying the brand’s barriers
and building new associations, we helped more mainstream consumers understand
the wonders of hummus, jumpstarting growth once again.
We helped develop the “Kills Germs for
12 Hours” positioning, which helped increase Colgate Total’s
competitiveness against Crest. We also identified the codes and cues
needed to establish a new premium “Advanced” product range which increased
the growth and profitability of the overall brand.
Ragu had become a dusty brand.
By identifying the barriers preventing growth, we helped re-establish
Ragu’s authentically Italian heritage and brought its forgotten immigrant
founders, Giovanni & Assunta, back into the forefront. The Result: 12
continuous months of share and sales increases.
Kraft Cheese had begun losing share
to private labels, so we identified the brand’s unsung cheese expertise
and renamed the brand: Kraft Natural Cheese. Though Kraft had been using
“real cheese” all along, they weren’t getting credit for it! By revealing
their Category and Brand Triggers®, we helped them reestablish superiority
and double advertising ROI.
Many smoking cessation medications were
focused on the chemical aspects of addiction. But our work revealed
that the hand/mouth aspect of smoking is really the toughest barrier
to overcome in quitting. By understanding the “habit” of addiction,
we helped Zyban increase relevance and build a stronger emotional
connection with consumers.
years in business
See how we achieve
Consistent results come through our specialized
services and proprietary processes.