How about launching a product that is introduced as No 3 on the market, (with zero troops on the ground, spin doctors or distribution? Competing against global players in an everchanging consumers' pattern of behaviour, to obtain a success factor? It wasn't easy, but we demanded that a few more measures were taken to obtain a factor for success. One condition from our side was that we wanted to handle the following efforts in-house: Sales, Sampling, In-store tasting, Logistics, Events, Content, Merchandising.
All this was a synchronized process of different tools and timing to establish the brand and to make it grow. Results: After the first 3 years on the Swedish market, the products of Innocent made No 2 and 3 on the top list in convenient stores and No 2 in grocery stores.