Spearheaded the re-branding and new product development project for one of Pelikan’s school best seller product for Latin America and Europe: Modeling Clay.
Problem: During my tenure at Pelikan, I was leading a rebranding project for most of the children products (arts & crafts category) involving the modeling clay – a well known and mature product in the market with narrow margins, good distribution, and high demand. The problem was that our sales were stalled/slow to grow and the competition was harsh with lower prices and promotions.
Solution: We needed to act fast and after conducting a robust market analysis and multi-audience focus group, I decided to do a 180 re-brand. While our product was well loved and admired for its high-end formula, our packaging and brand lacked spark and it was not seen as modern/fun for kids and teachers anymore. I also wanted to break the back to school sales seasonality so I developed a story for the modeling clay, highlighting its features and qualities around Dinosaurs. I worked with the brand’s creative team to use the clay to shape 6 different types of Dinosaurs and gave each a name and personality that resonated with each package/product presentation. We rebranded and launched a couple more SKUs in a few months. Our stock was sold out immediately. At the same time, I partnered with the social media team to create videos of DIY/How-to create your own Dino character and create lots of content related to the Dino story. The next year, we increased local sales by 35% and 18% internationally. Our new lineup of modeling clay was very successful as now not only was it more attractive at the point of sale but it had a purpose and value added to it. It was not just a material for school but also to play.
Deliverables:
Sales Pitch deck which includes new branding storytelling, packaging and integrated marketing initiatives.
GTM collateral:
Launch video used for Global 2020 Back to School Marketing campaign
Jessica Wilson 