A confession: we had to contact the IPA to check if their rules allowed a case study this different.1
Because most of our time was spent on product design, 73% of our media impressions were free. And a change in a trade relationship may end up being more profitable than any ROMI.
- Conventional effectiveness stories show how big communication ideas are built from the top down But our story is different revealing the power of a big communication idea built from the bottom up.
- Conventional cases need to remove the impact of things like distribution growth, new product launches and seasonality. But we show how our creative idea directly changed the retailer relationship, to increase distribution, launch a new product and create a sales-driving seasonal occasion for Skittles.
- Conventional cases hero the power of strong branding. But we delivered business growth by removing our most valuable branding asset.