Problem:
How to revitalize a category and grow sales.
Solution:
Developed a positioning for the Peter Piper Pickles brand, focusing on the core insight of a parent's desire to empower independence in his/her child.
Supported this insight with a product point of difference called the "picklevator,"
a tray that lifts pickles out of the brine to avoid a mess.
CenterBrain Positioning Breakthrough:
Traditional Taste for Today’s Family
Results:
· Purchase intent scores exceed 90% with 58% of consumers saying they "definitely will purchase."
· CenterBrain process is extended to produce television and radio advertising.
· Product is launched regionally in 1999.
· Rated as one of the top 10 new products in 1999 - better Mouse Trap Awards.
