Positioning

Our Positioning award recognises product launches that have reached out to consumers in new ways, such as through innovation in the brand / consumer dynamic.

ARCOR TORTUGUITA

Jigsaw-inspired innovation adds to these wafers’ play value.

BEN & JERRY'S

Cake batter and cookie dough have been a hotspot for innovation in the past year. Here cookie dough is re-invented as an on-the-go snack.

DAIRYLEA LUNCHABLES

Lunch kits tap into the street food trend with this ‘make your own pizza’ concept.

HERO

This is an interesting example of a brand piggybacking on a hot button ethical issue, in this case the impact of agricultural chemicals on honey bee populations.

LA IBENSE 1892

This launch effective imitates well-known bakery brands – a new wrinkle for ice cream.

MULLER

Although the product doesn’t actually contain mascarpone, the “mascarpone-style” positioning seems new for yoghurts.

NESCAFE BLACK

Gender-specific marketing is not common in instant coffee, but the “black” positioning gives this particular launch a distinctly masculine feel.

SELVA BY AUARA

Brands like One Water helped bring ethical benefits to the non-alcoholic drinks space – here they are applied to a range of energy drinks.