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.

AIRLY

According to sources, Airly uses oats grown on zero-carbon farms and offsets further emissions. This sets a high bar for climate changed related claims in FMCG.

CELESTIAL SEASONINGS

This tea claims to contain as much caffeine as a cup of coffee. Together with the bold black colourway, it could be a sign of teas trying to muscle in on territory currently occupied by energy drinks.

GENERAL MILLS

The use of indulgent cereal brands such as Cinnamon Toast Crunch and Lucky Charms turns this oatmeal into a breakfast treat.

HERR'S

The ‘mystery flavour’ concept is well established, but the ‘treasure hunt’ format of this competition (Herr’s is sharing a “series of clues”) is distinctive and could increase consumer interaction, especially through social media.

KIDFRESH

These chicken strips are a further example of the ‘hidden vegetable’ trend that we’ve seen emerge in categories such as ice cream.

OREO

Mondelez partnered with Amazon Alexa and Google Assistant for its latest Mystery Oreo campaign, an interesting example of a major brand embracing AI to enhance consumer interaction.

SERENITY KIDS

These new toddler purees are unusual for their use of bone broth and their meat-forward formulations – a counterpoint to the trend for plant-based foods.

TWO GOOD

Here, low sugar and food waste messaging are pushed in combination, giving this launch both an ethical and health halo.