Pöttyös Kakaós Tej
Find out how the launch of Pöttyös Kakaós Tej achieved category uplift of 38% in the first nine weeks.
of purchasers new to category
FrieslandCampina is one of the world’s largest dairy companies, providing a range of products from milk and yoghurt, to cheese and desserts. Using market research, they determined there was very little support behind the brands in the cocoa flavoured drinks category and took advantage of this gap to launch Pöttyös Kakaós Tej.
Bringing this new product to its customers was top priority for Tesco, who worked with FrieslandCampina to plan the launch campaign. By adopting a collaborative approach, Retailer, CPG and dunnhumby were able to align their objectives which paved the way for campaign success.
The media and messaging of the campaign really hit home with customers, driving sales that generated category uplift of 38% and introduced many new consumers to this category. Building on this success, FrieslandCampina repeated the campaign several times after the initial launch campaign.
Download the full case study and discover how FrieslandCampina:
- Worked collaboratively with Tesco to bring the new product (Pöttyös Kakaós Tej) to market
- Used customer data to create an effective launch campaign
- Generated category uplift of 38%