WaterWipes generated so much consumer demand at a premium price that a new factory had to be built just to keep up with it in Ireland. This success was based upon a brand strategy that was supported by DDFH&B, that created a market for a purer, chemical free wipe that now extends way beyond Ireland at a fraction of the investment typically required in these highly contested markets. To maintain brand momentum throughout 2016, a more emotional connection was required, and the brand campaign positioned WaterWipes not just as the world’s purest baby wipe but as the natural, instinctive choice for mothers who want the best for their baby.

2016 has been a pivotal year for the Toyota brand in Ireland, a year when Marketing had to lead the agenda in taking a leap away from the 20 year brand comfort zone of “The Best Built Cars in the World”. With the help of colleagues at Javelin, a new positioning and advertising campaign was devised to meet aggressive brand, product and sales objectives. This ultimately brought Toyota back to be No 1 in sales for the first time in five years. Critically the introduction of the new brand strategy and brand promise of “Built for a Better World” helped Toyota to lead the way in advertising recall and achieve top spot for brand preference and consideration.

Centra has re-invigorated its brand through the launch of “Live Every Day” and the associated changes in store through the roll out of new formats and de-cluttering. Shoppers have reacted positively and are now seeing Centra as a confident and modern brand that holds relevance in their lives. The positioning directs everything the brand now does, being fully aligned with the business strategy, and the connection with the retailers on the ground. The campaign has exceeded all expectations and sets Centra up to continue to lead and shape the Irish convenience market. It has helped connect Centra with shoppers through digital, social and in store engagement. 

Bord na Móna is an iconic Irish brand established over 75 years ago. Despite operating a diverse portfolio of businesses including renewable energy and waste recovery, the company continued to be associated with its heat and peat past. Another challenge was internal, as the business units operated in silos. There was also a lack of external brand awareness and understanding of the organisation. An extensive and comprehensive rebrand, supported by colleagues at Chemistry, resulted in a change in mission, positioning, creative expression and revitalised internal and external brand campaign, which over achieved on all projected commercial and brand metrics. 

Coors Light faced the challenge of its growth slowing down. If the brand was to reach its ambition of becoming Ireland’s No.1 Americana lager by 2020, something would have to change dramatically. The brand team created a compelling campaign with a fresh take on how to communicate refreshment, with product intrinsic messaging which broke category norms. The #LoveTheCold campaign which ran across a wide range of channels saw the delivery of exceptional gains in both value and volume share in the market, bringing the brand back on track towards its ambition whilst also creating substantial improvements across key equity measures in the process.