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.
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.
