Heinz - Star-Kist Select
Problem:
How to create a new segment.
Solution:
Articulated common attributes of tuna processing as differentiating features. (Steam cooked, hand-filleted).
Discovered a target audience that would pay a premium price for tuna, given a believable reason to purchase.
CenterBrain Positioning Breakthrough:
So meaty and mild tasting, it's good enough to eat all by itself.
Results:
· Positioning is incorporated in advertising and packaging graphics.
· Product launched in 1994.