Whatever the context, and however rapidly consumer behaviour is changing, we know the consistent rules for how brands grow. Our five levers for growth will be used throughout this paper to indicate how brands have succeeded.
The 2021 Brand Footprint rankings are full of examples of brands responding to trends and using all of the levers for growth to find new ways to grow. Here are a few of the notable examples.
Pepsi was able to reach more targets this year with the launch of its Pepsi Max Cherry in a 24 can bulk pack, appealing to shoppers stocking up during the pandemic.
Cadbury Dairy Milk strengthened its position with pre-families and empty nesters with Out of the Blueberry and Coconutty variants.
Birds Eye grew CRPs after successful TV campaign ‘What’s for Tea?’ which featured snapshots of lives in lockdown.
In the face of a global shortage of hand soap pumps, Carex reacted quickly by packaging soaps in shower gel packs to keep shelves stocked.
Müller launched its first ever skyr product with Müller Corner skyr. The brand reached just over a quarter of a million shoppers in its first four months of launch.
Flora’s launch of a plant-based butter alternative saw the brand grow CRPs and climb the ranking.
With more shoppers needing a boost of energy at home in 2020 Nescafe was able to step in to fill the gap, and grew CRPs by 11% this year.
McCain rebranded its oven chips to ‘Naked Oven Chips’ - appealing to diet and lifestyle-conscious shoppers.
Radox tapped into consumers pampering themselves more as a result of having more time to spend at home.
Finish grew CRPs by 21% over the year, as it benefited from 278 million more food and drink occasions per week during COVID-19 which meant more washing up.
