Summary
This case study outlines how Flora failed to understand the needs of its core consumer when it changed the taste of a long-established and well-loved brand. Following backlash from loyal customers and poor sales, Flora was forced to make a U-turn and bring back the original taste 17 months later.
Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success.
- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.
Reasons To Buy
- Why is New Flora considered an interesting case of failure?
- What consumer insight underpins this failure?
- What can I learn from the failure of New Flora?
Key Highlights
Flora Original was re-launched in early 2012 with a new so-called "tastier" formula. In response to the re-formulation, sales of Flora declined and consumers took to social media, online forums, and blogs to express their anger at the new taste.
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