Case Study: Putting more muscle into a product launch

Case Study: Putting More Muscle into a Product Launch | Excess Inventory in Exchange for Media

The client’s challenge

A major fruit grower and distributor was introducing a new snack product in a major test market. However, the plan was significantly under-funded. For the launch to have a chance of success, more resources were needed.

The Active International answer

Active offered the client trade credits for a quantity of its short-coded products. The client, in turn, combined the trade credits with cash to place a multi-media product launch program, including an experiental pop-up component through Active.

The results

  • A powerful product launch: The client secured radio promotion, social media and event programming to give its new product considerably greater exposure and visibility in the test market. Based on the results, the client rolled the program out to other test markets.
  • Client’s brand reputation maintained: Active International sold the short-coded product to an approved channel, which guaranteed timely consumption of fresh product—essential to the client’s brand identity.
  • Corporate Trade Helps Beverage Company Exit a Sponsorship

    Taking the exit ramp from a sponsorship

    A global beverage company needed to exit a major auto racing series sponsorship that no longer met their strategic objectives. It was necessary to do this without incurring a loss.

  • Exchange for Media through Corporate Trade

    A cool idea for driving store traffic

    A leading producer of frozen prepared meals wished to harness the excitement of supermarket grand openings to increase sales of its products.

  • Case Study: Spicing Up the Media Plan | Active International Helps Client Liquidate Excess Inventory

    Spicing up the media plan

    Faced with the need to liquidate surplus and short-coded product, a leading maker of food seasonings sought to minimize its financial downside.