Insights-Based Growth: Elevating a Brand Through Collaborative Activation
Date & Time
Tuesday, March 13, 2018, 1:45 PM - 2:30 PM
Elizabeth Tung Tung Abbey Oslin Sandra Oldaker Oldaker
The Brita Stream launch is a great example of how a legacy brand ignited incremental growth in a category that has seen steady decline since 2010. With increasing consumer interest in healthy solutions that are also convenient, bottled water has seen a surge in growth. Yet by narrowing in on these macro trends, Brita introduced an innovation that honed in on key consumer insights, delivering a breakthrough product and retail activations that have caused consumers to think twice about their water choices. Learn how shopper teams integrated with brand and retailers to ensure a seamless launch, and specifically how one team was able to elevate and create a unique brand experience at Target to help educate the guest on product benefits and drive conversion in store. Attendees will:
  • Learn about how a brand revitalized a declining category to meet the needs of the consumer.
  • Explore how to integrate brand partners on a historical product launch.
  • Discover ways to build strategic partnerships at retail in order to deliver break-through in store experiences.
Location Name
Nirvana A
Full Address
Renaissance Schaumburg Convention Center Hotel
1551 Thoreau Drive North
Schaumburg, IL 60173
United States
Seminar Track