Bronze

Despite being the market leader, Nestlé's Acti-V brand was in decline and faced increased tough competition from imported brands, as well as its sister brand Dairy Farm, because consumers were unsure of its point of difference and why they should pay more for it. In the year between May 2012 and May 2013 Acti-V’s sales declined by -10%.

Before its acquisition by Princes Foods in 2011, Crosse & Blackwell had become a tertiary brand, with no prior investment made in positioning or packaging or above the line support to nurture awareness. The challenge was to redesign the packaging and create a fully integrated campaign, which would reposition and revitalise the brand to overcome consumer perceptions of tinned food.

Britain's oldest brewery took the decision to redesign their Whitstable Bay brand, which had been launched in 2003 and was in need of development. Key aims were to retain the premium nature of the brand whilst moving it to a more contemporary positioning to increase volume growth which had been falling, and to recruit younger drinkers in their 20’s, 30’s and 40’s.

Glitter Berry first launched a number of years ago and with little change to the packaging design, has re-launched every year since in the heart of the Christmas party season, when competition for soft drinks sales on shelf is fierce. For 2014, Britvic were looking for a fresh approach to stand out and capitalise on the sales potential of the festive season.

Aircraft seat manufacturer, Thompson Aero Seating wanted to build on the success of its first product and commissioned a more premium product to address market demands. In a complex market, with stringent safety standards, the new Vantage XL seat provides a crucial combination of an enhanced passenger experience with optimised cabin seat count, and has delivered wide-ranging results.

Satisfying the nation is no easy feat, but that is what Ginsters set out to do in their long term brand regeneration plan. They wanted a more premium position, reflecting the quality of the food based on locally sourced ingredients.

The Scotland Yard Adventure Centre offers a play facility for disabled children and young people. They wanted to move from a local niche charity to a centre of excellence where they could celebrate ‘difference’ together in a bespoke environment where disabled children and their families could flourish.

By creating a brand identity that was distinctive and engaging it has given ‘The Yard’ confidence and credibility to change public perceptions and to grow their service for wider benefit – in just five years they have become much more than just a local charity.

To give customers more hands-on control and interaction in what was often perceived as an intimidating and confusing purchase journey, Carphone Warehouse came up with Pin Point, the UK’s first tablet-based customer experience in a high street store.

With perceptions of the energy industry at an all-time low, motivating npower’s 9,000-strong staff was integral to the successful roll-out of an extensive customer transformation programme to improve client experience. But, how could npower boost employee morale amid the barrage of negative publicity?

Despite steady levels of interest in the TESCO finest* range since its launch in 1998, the supermarket found that consumers today needed clearer justification for paying a premium. finest* needed a story to be inviting and authentic, not just to be seen as the best range available in store. This was to be achieved while ensuring customers could quickly identify different product lines.