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2007 Winner - BEST DEMONSTRATION OF RESULTS

CAMPAIGN - Positioning Margarine As A Lifestyle Brand? It’s Only Logicol!

AGENCY - Ikon Communications

CLIENT - Goodman Fielder

SPONSORED BY
www.aana.com.au

aana.gif

OBJECTIVES

In the three months leading up to relaunch, Logicol brand growth was flat - it wasn’t even keeping up with category growth levels.

Market leader Flora pro-activ had beat Logicol to market with a heavy burst of campaign activity. With no new products to drive growth, Logicol ran the risk of spending a significant amount of money to simply “keep in touch”.

Logicol wanted to grow its share, brand and the market - all from a distant second place within the category. Prior to the campaign, Flora pro-activ had 72.1% share, leaving Logicol with just 26.1% share (which dropped further to 25.7% in the quarter prior to relaunch).

With the overall cholesterol lowering spreads category in a cycle of slow growth (10% year-on-year), Logicol needed to ensure it was well positioned to take its share of the category growth.

CAMPAIGN

An obvious route for Logicol was to tap into the underlying health management space - it was an area Flora proactiv had successfully played in for years, running three-week challenges to lower cholesterol. But the motivations of the target market - baby boomers - showed life post-50 is more about rejuvenation than retirement. With the kids leaving the nest, boomers feel life’s about enjoyment, seeking new experiences and engaging in things they’re passionate about.

Managing cholesterol is not something boomers are passionate about, but they are passionate about the freedom that comes with good health - freedom to travel, enjoy the great outdoors and plough through the kids’ inheritance.

So Logicol focused on this as the motivational end goal of managing cholesterol - positioning Logicol as a true lifestyle enabler. The TVC was a reflection of this insight.

Custom content within Sydney Weekender and Postcards was also created. Through a close working partnership with the Seven Network and the Nine Network, the producers were able to take out insights and develop engaging programming that brought to life Logicol’s positioning without the need to “force fit” the brand.

Sydney Weekender produced six segments - each featuring a baby boomer destination. Presenter Mike Whitney hooked up with the Ulysses bike club (a motorbike club for over- 40s), and during the show Whitney rode the branded trike featured in the Logicol TVC.

Each week a viewer was given the opportunity to win the featured trip. These TV strategies were rounded out through careful environmental selection - Getaway, Great Outdoors, Better Homes & Gardens and a number of sponsorships across The Lifestyle Channel on subscription TV.

The print strategy followed a similar approach, with titles asked to provide upcoming stories on baby boomers’ passions. For example, at Ikon’s request, Sunday Life commissioned an article on the Ulysses motorbike club.

RESULTS

Despite Flora pro-activ dominating the market and having a two-month head start, the Logicol relaunch far exceeded expectations. Logicol delivered 53% growth year-on-year and was the key driver of overall category growth. This growth compared with category growth of 31.8% and Flora pro-activ’s growth of 26.6%.

With the category growing at over 30%, simply maintaining share levels would have produced an excellent result, but Logicol managed to increase its share by over four points - delivering unprecedented share results within the category.

As a result of the campaign’s success, Logicol received additional three facings within Coles and an improved position on-shelf. The success has also enabled Logicol to enter adjacent categories (yoghurt) within the supermarket.

JUDGE’S COMMENTS

“In a tough, FMCG Category, and facing a dominant competitor, the Logicol campaign focused on an emotional lifestyle positioning rather than rational functional benefits, resulting in using conventional media in an unconventional way.

“Campaign effectiveness was clearly demonstrated in a range of metrics from increased facings to significant and sustained market share gains.”

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