In 2018, the marketers at Heineken Ireland set about upsetting the apple cart by further challenging established brands in the Cider category, by launching the beautifully simple, perfectly balanced Appleman’s cider. The target market was the 35+ age group, which is the fastest growing cider segment, and the brand positioning was set to accord with the wants and needs of this group. A methodical product development process was followed, first identifying the scalable opportunity and determining how the product might be meaningfully differentiated from competitors. The performance of the new product since launch has been exceptional, and the team has developed a pipeline of further cider product innovations.

In a drinks market being upended by changing consumer tastes, impending taxation and category challengers, the marketers at Lucozade faced a challenge. How can such an established brand with a heritage in sugary drinks develop a zero sugar option targeted at a fickle youth audience? The answer lay in the adoption of a challenger mentality, and the development of a plan to deliver one of the most ambitious launches in the company’s history. Since launch Zero has contributed substantial revenues to the company’s impulse portfolio, demonstrating the value of Irish led creative and commercial marketing, and the launch is already being used as a case study in the global organisation.

In the last seven years, Keogh’s Crisps has become the fastest growing crisp brand in Ireland. The demand for premium product is a distinctive market trend, and Keogh’s has been to the forefront of this. There is also a trend towards healthy snacking, and Keogh’s observed the growth of popcorn. The business set out to develop a premium popcorn range that was distinctly Keogh’s, defining the core requirements of highest quality, real Irish flavours, and hand cooked on the family farm. The US market was studied to gain effective insights and know-how. Then, working with local Irish suppliers, an authentic new popcorn product was developed and launched, leading to extensive listings in the major outlets, and very encouraging early success.

Traditionally a nation of hot tea drinkers, Ireland has a relatively small ‘ready to drink’ market sector for teas. However, the Coca-Cola marketing team observed the growing demand for healthy options, and launched Fuzetea into the market. The challenge was to raise awareness, drive trials and gain market share. Focusing on the evening commute where consumers were looking to ‘switch off’, Fuzetea hit the key media touchpoints to build the association with relaxation and offered sampling to drive trial. Extensive localisation ensured resonance with consumers, partnering with brand ambassadors reflecting the audience’s passions across beauty, music, health and fashion. The new product gained a substantial market share in its first year.

In response to an identified market need among 30+ females for an anti-ageing solution that was easy-to-use, non-invasive and that carried the reassurance of being clinically proven, an innovative new product was developed under the No 7 range. In a cluttered and very competitive space, the marketing team undertook extensive testing before bringing the product to market with the aim of connecting, inspiring and educating the right profile of target consumers. Leading with inspiring influencers in the target segment, a carefully chosen matrix of finely targeted messaging and channels, including TV, PR and digital, combined to generate tremendous results, engaging the target segment in a way that delivered incremental revenue growth.