Beating Ehrenberg-Bass’ Benchmarks
The Ehrenberg-Bass Institute calculates that 40% of new products fail within two years of launch.
Even New Product of The Year winners aren’t guaranteed to succeed. Ehrenberg-Bass calculated that as many as half have failed within 5 years of launch.
Which makes the Maltesers Bunny and Family pretty impressive. Not only has the family won three NPoTY awards – but they’re all thriving as ‘teenagers’!
It’s Easter, And The Bunnies Are Back!
The Maltesers Bunnies are back … and they’re bigger than ever.
But it wasn’t always this way. There was a time that Cadbury’s Creme Egg dominated ‘Easter self-treating’ …
So, why have the Bunnies done so well?
It All Started With Insight
We gathered together some of Creme Egg’s most dedicated fans …
We observed them eating the product.
We analysed their experiences.
And we explored their emotions.
We Defined Our Challenge
We mapped out all the dimensions that made the Creme Egg such a success.
Then, having analysed why they were important, we set out to beat Creme Egg on every measure.
How Bunnies Were Born
We worked seamlessly with the Mars team throughout the process.
We learned from competitor Best in Class seasonal executions and took inspiration from unrelated categories that executed seasonal well …
We even took inspiration from the world of cartoons and film …
Then, we explored propositions under a number of brands – before it became apparent that Maltesers was the most appropriate!
A Structured But Agile Approach
We Leveraged Our Learnings
We used insights we’d gained from consumers to shape every stage of the creative process.
The product design had to be lively and fun.
The ingredients had to deliver lightness and engagement.
The packaging had to be simple and functional, but communicate lots of personality.
Brainstorming Product Design Formats
You’d hardly credit that such a simple looking design was so carefully thought through.
From the use of the bunny as the design hero – to the jaunty angle of his cheeky pose. Every element was carefully considered.
Co-Creating With Consumers
Speed was of the essence as Mars wanted to be ready for the Easter season.
Rather that using traditional methods of research like groups, we co-opted both Creme Egg loving and hating consumers for conflict co-creation groups.
Launch Fast and Learn
Rather than test the concept to death and move cautiously, the Seasonal team backed their judgement and launched fast.
Within 18 months we were working on range extensions like Mini-Bunnies and the MerryTeaser Christmas Reindeer…
The Bunny Goes From Strength to Strength
When this journey started, Creme Egg owned the run-up to Easter.
Now, as we rapidly approach Easter 2023 the aisles are a sea of Maltesers red.
Clear proof that with the right insights, ideas and approach – any market can be disrupted …
We’ve Got The Tools To Help You Disrupt!
Whatever category you operate in, we have the agile innovation tools you will need.
