advertising Case Study
Understanding Brand Impressions of a New Product with Brand Effect Dimensions
A large CPG food brand introduced a new product in a crowded and growing space.
They wanted to measure in-market memorability with Phoenix Brand Effect, but they also needed to understand the halo effect (if any) of the new product on the established parent brand for several core associations.
Approach + Solution
They were able to quantify and specify how the new brand supported the established parent brand. In areas where the new ads struggled to strengthen associations, the brand could support those gaps with other creative assets or future strategies. They also used results to increase investment and diversify their media mix for the campaign.