So while I may not have been impressed by the taste of the new Smiths Popped offering, I am very very impressed with the work that they have done on the brand Grainwaves. Their latest advertising effort does its best to encourage trial – my presumption is that they have worked out once people try their offer they come back for more. And given the amount of private label duplication of this style of product, particularly by Woolworths, it is obvious to me that they are onto a winner that solves a real consumer need – I want something that is better for me without compromising on taste. And the creative execution is amusing, compelling and strong. Well done guys – a great strategic move to continue to grow a distinctive brand.
The Marketing Precinct 