Small slice, big pie: How moving from a milky sleep aide to a daytime break drink paid dividends for Ovaltine  (2011)

Gold award winner

Campaign: Small slice, big pie: How moving from a milky sleep aide to a daytime break drink paid dividends for Ovaltine
Brand: Ovaltine
Client: Twinings
Entrant: WCRS&Co/Engine
Principal Author: Ric Nicholls - WCRS&Co/Engine

Credited Companies: WCRS&Co/Engine - Creative Agency, ZenithOptimedia - Media Agency, Twinings - Client


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This paper shows how Ovaltine moved from being second (of two) in the malted sleep aide market to gain over 1% of the £1.65bn daytime hot drink market. Faced with a category in steep decline, Ovaltine needed to recruit younger drinkers and enter a new market space. Using a six-month sponsorship of ITV3 daytime and various creative solutions, Ovaltine established itself in a different occasion and grew rapidly as a consequence. It has been estimated the campaign will generate up to £1.12m of additional gross profit in the long term, resulting in a ROMI of 5:1.

Judge's Comments:

A fantastic example of an incredibly brave strategic decision to shift a small FMCG brand from one market to another. Ovaltine successfully created a new role for the product, generating excellent results. Russ Shaw, Former Vice President and General Manager, Skype