Success: Andrex Eco

Success: Andrex Eco

Category : Consumer Goods
July  2013  Pages : 10

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Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Andrex Eco won Product of the Year 2013.

- 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 Andrex Eco considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends has this product innovation capitalized on?

- What can I learn from Andrex Eco success?

Key Highlights
Andrex Eco was voted Product of the Year 2013 in a survey of over 12,000 UK consumers.

Despite its ethical credentials, the product was priced the same as the brand's standard packs, thereby enticing price-conscious, possibly less ethically minded shoppers as well with its value-added benefits.
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