With an aspirational vision to be the No.1 kids' snacking brand, Kerry Foods needed to think outside its established occasion, category and format and step
up to meet consumer needs in a new way. The marketing team identified a significant consumption opportunity in the yogurt category. Yollies were born from two years of insight, brand and product development to bring a world-first completely
built around a consumer insight and need. Yollies were launched in Ireland in 2014 with a fully integrated launch plan, and immediately achieved category penetration and volume goals.

The Club brand was challenged by the increasing scrutiny of sugar content and it needed to find a way to compete in the zero sugar arena or risk losing market share. The response of the marketing team was to develop and launch a new product "Club Zero". The launch campaign centred on the character "El Zero, The fruit whisperer". The campaign connected very effectively with the brand's target market through a variety of media and captured the imagination of consumers. The new product was very successful, doubling Club's market share in the no added sugar category.

The energy market has developed significant customer inertia, with new market entrants relying on the "switching" market subset in order to win share. In 2014, Energia entered the residential energy market following success in the commercial sector. A campaign to position Energia on the consideration set of the "switchers" was launched to drive the ambitious market share goals. The campaign creative had the hard task of cutting through to amplify the Energia voice, but it succeeded in exceeding business objectives, and establishing the company as a player in the sector.

Laya positions itself as the consumer champion with its brand promise
of "Looking After You Always". Seeking a means of differentiation and connection with consumers, Laya's marketing team researched the key questions in the purchase process, and developed the new "Create Your Scheme" solution, aimed at bringing consumers a simple and effective means of selecting
and buying a plan. The product was successfully brought to market with the assistance of H+A Marketing and PR, and this solution is a first of its kind in the market, which played an important role in assisting Laya increase its market share.

Permanent TSB saw an opportunity existed to strengthen the perception of the brand as an innovative full service bank by launching a new MobileMoney service (P2P), which allows customers to conveniently make instant payments to friends and family via mobile phone. The through-the-line launch campaign focused on highlighting the customer benefits of accessibility and speed. The television ad performed well, underlining the brand positioning, and succeeded in raising awareness of the service and driving usage. The new product has met all its launch objectives, and is increasing its key usage metrics each month.