Extra was experiencing pervasive and steady declines. In fact Extra had been declining In its heyday, Extra enjoyed the #1 position in the category and was a vibrant part of pop culture. But by 2013, Extra had fallen to third place and was down compared to the prior year.2 Like the myriad of competitors in the category, Extra was battling for ownership of functional benefits, like clean, fresh and flavorful. Extra was very healthy when it comes to product quality, product offerings, distribution and price.
People knew of the Extra brand, but they had stopped thinking about Extra. At first blush, it seemed the solution was to develop a new campaign grounded in the brand’s original launch positioning from the 1980’s, “long-lasting flavor enjoyment.”
The problem was, it didn’t work. Rounds of creative development and testing showed that while the ads around “long-lasting flavor” were great at informing consumers, there was nothing that pulled them into the brand and made them desire it.
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