The client is a global leading brand in potato chips. The product was launched into a new territory of cool and indulgent stacked potato chips to counter existing competition in this segment. New approach to brand strategy needed to be developed for long-term brand positioning.

Proprietary methodology of commercial simulations or War Gaming was offered to brand leaders to assess current brand strategies and offset with possible reactions from the main competitor. War Game workshop featured Action/Re-Action/Counteraction rounds to understand implications of competitor moves in response to innovation brand strategies.

Outcome

Competitive intelligence collected to understand possible competitive moves and
 reactions to the new strategies;

Consumer barriers and drivers are explored for integrated campaign development;

New ideas and initiatives fed into innovation pipeline;

Ideas sized for opportunity and feasibility to set the business priorities;

Volume and share forecast for innovation brand was developed allowing to size the ideas in net revenue, providing internal sales story.