Weight Watchers

Situation

In 2004, Dawn successfully executed its marketing plan to build brand equity in the business-to-business market segments, and was now ready to focus on Consumer Packaged Good opportunities. While the Consumer Products segment represented a natural progression given the company's core capabilities, Dawn recognized that 9 of 10 new products fail in the first year after launch. Brand recognition and a strong consumer marketing plan were critical to Dawn's entry into the consumer segment.

Execution

TC&C provided strategic marketing counsel, analyzing entry into the consumer packaged goods market, conducting extensive research examining consumer behavior and trends driving consumption. The research provided Dawn critical insight into new product opportunities within the high performing health and weight management segment that would optimize growth. Dawn pursued and was awarded a license agreement with Weight Watchers International in February 2005.  Given Travers Collins & Company's established and proven relationship, it was selected over the Weight Watchers® national agency as agency of record for this segment.

TC&C continued as a strategic partner, providing marketing counsel and services including the development of national marketing campaigns consisting of consumer ads, media analysis, point-of-sale displays, packaging design, selling materials, a website devoted to Weight Watchers products and public relations.

Results

The projected sales opportunity for Dawn when distribution began at the end of the first quarter in 2005 was $36 million. This goal was reached in the 3rd quarter of 2005. In 2006, Dawn projected to exceed 2005 sales by 10%. Actual growth year to year from 2005 to 2006 was 121%, with sales exceeding projections by 66%.