AGENCY
Helge Gruettke, Chief Client Officer
Kate Smither, Chief Stratgey Integration Officer
Daniel Beer, Senior Account Manager
Michael Barnfield, Associate Creative Director Flavio Fonesca, Creative Director
Piero Ruzzane, Creative Director
Rebecca Curasco, Executive Creative Director
Herd MSL
Andrew Seroufe, Account Lead
Digitas
Maurice Riley, Head of Strategy and Analytics
Spark foundry
Christie Meischke, Client Services Director
Samuel Parrott, Media Strategist
Adrienne Grealish, Business Director
Catherine Lim Sam, Business Director
Arc Worldwide
SUMMARY
Shapes is an icon of flavour in Australia. So, when they reformulated flavours to be more on trend in 2016, it should have modernised the brand and increased relevance. Instead, the unthinkable happened, Shapes lost almost 30% market share in 2 weeks. As a critical brand for Arnott’s, quick recovery was essential for survival. With one campaign, Arnott’s regained 32% market share and over three years reasserted category dominance despite increasing competition. This is the story of how a favourite Australian brand lost and regained Aussies’ love, earning back the right to talk flavour in a truly iconic way.
