We use cookies to improve your experience on this website. Read More Allow Cookies

2017 Awards Finalists

New Product Award

Britvic Ireland
Electric Ireland
Glanbia
Heineken Ireland
Virgin Media

Sponsored by

Britvic Ireland

represented by Niamh McArdle

The dilutes soft drinks category has been in decline, and the marketing team at Britvic knew that increasing its dilutes business would require a focus on overcoming the main barrier which centres on health concerns. As market leader, MiWadi sought to drive category growth by offering consumers more choice. The Britvic team created MiWadi 0% Sugar, the only dilute brand in the market with zero sugar. The product launch was informed by extensive consumer participation, and backed by a comprehensive communications campaign, including partnering with Diabetes Ireland. Over the last year, the new product has delivered significant incremental sales and share.
Winner
Electric Ireland

represented by Jackie Garvey

Utilities operate in a low interest category and it is always a challenge to get customer engagement in a busy and complex environment. In the midst of an energy price war Electric Ireland took the decision to introduce the Stay Happy product. This involved special pricing and additional rewards leveraging the loyalty programme. The product was supported by a heavy campaign across a range of media. With new product objectives around customer satisfaction and retention, as well as acquisition, the results included a major reduction in the churn rate, an uplift in enrolment into the rewards programme, and a steep increase in Net Promoter Score.
Finalist
Glanbia

represented by Stuart Scott

To capitalise on its successful launch of Avonmore Protein Milk, the Glanbia team sought to broaden the appeal to consumers through the addition of a flavoured ‘on the go’ variant to the range. The product was formulated to differentiate it from the existing range and make its macronutrient profile appealing to exercise enthusiasts, and Avonmore Protein Milk Vanilla was launched, supported with the ‘Get in Session’ campaign which was aimed at the sports and exercise sectors. With a blend of traditional and new media, trial and awareness were driven for the new product with a successful launch leading to incremental growth for the brand.
Finalist
Heineken Ireland

represented by Jim Geraghty

Heineken started its Heineken Light journey to make a fundamental change to the beer category in Ireland by offering a credible choice for smart consumers who choose to moderate. Offering a genuine solution to an identified consumer need, and having targeted growth based on gaps in the market, the Heineken Light product smashed its targets and changed perceptions, all while facing challenges in a confused category. With the support of colleagues at Rothco, the Heineken team has managed to grow the category and improve consumer perceptions of the Heineken Brand, further demonstrating the success of this innovative product launch.
Finalist
Virgin Media

represented by Bill Blake

Having launched with huge fanfare, Virgin Media’s research identified cohorts of consumers the category was ignoring, especially people who through life-stage or mind-set do not subscribe to long contracts, a niche but potentially lucrative segment. The marketing team developed and launched the 30 day Freedom broadband product, which bravely sought to turn the category model on its head and shake up the market. A strong through the line campaign was devised that lived up to the swagger of the product, and TV, OOH and digital were supported by strong student campus activities. The product launch was a resounding success across the board.
Finalist