PRODUCT LAUNCH PROGRAMLaunch products that get listed, noticed and bought.
Success depends on convincing retail buyers to give you shelf space and shoppers to choose you when they get there.
Both are behaviour change challenges.
Our programme challenges the assumptions behind your launch to uncover what will motivate people to act. Then we turn that insight into a sharper launch strategy and highly memorable creative that’s hard to ignore.
So you don’t just launch with impact. You build rate of sale from day one.
Product launches are commercial challenges, not just marketing ones.
TRUSTED BY:
INSIDE THE PROGRAMEvery product launch is a behaviour change challenge.
76% of new FMCG product launches in Western Europe fail within their first year, according to Nielsen. With increasingly limited shelf space and an abundance of choice, product launches fail because they lack:
The confidence to convince retailers
The insight to change shopper habits
The memorability to stand out.
Our Motivation + Memorability led approach, gives retailers and consumers a compelling reason to switch or upgrade to your product, in a way that's unignorable in three simple steps.
HOW IT WORKSA scalable three step collaborative program
01 Understand
ROLEIdentify the motivations of the target audience, and how to position the unique qualities of the product to drive the biggest commercial success.
HOWShopper Motivation Mapping
Audience research analysis to turn insights into true motivational drivers.
Category White Space
Review shelf to identify competitive gaps to be motivating and memorable.
Product Advantages Analysis
Unearth the true benefits and USP’s that make this product behaviour change worthy.
02 Ideate
ROLETranslate understanding into a clear launch strategy and creative platform, that speaks to shoppers greatest motivations in a truly memorable way.
HOWStrategy Definition
Define the strategic building blocks that will deliver the behaviour change we need.
Motivating Creative Platform
Turn a motivating proposition, into the big idea to anchor the launch campaign in.
Memorability Maker
Develop the distinctive design language and fluent assets that will make the campaign noticed and bought.
03 Execute
ROLEMove from strategy and concept to production, delivery and in market plan, as a fully executed campaign.
HOWCampaign Production
Shoot, design and develop imagery, videos, graphics and audio.
Integrated Toolkit Development
Artwork and produce integrated assets for advertising, social, shopper, experiential and activation.
Go-To-Market Campaign Delivery
Deliver, manage and measure campaign plan in market with relevant partners.
OUTCOMESWhat this program builds for you
A stronger proposition for retail buyers and category teams.
Positioning and messaging that creates competitive advantage.
Distinctive creative designed to maximise memorability at the point of choice.
A launch campaign built to drive awareness, trial and repeat purchase.
A practical roadmap your marketing and sales teams can activate with confidence.
PERFECT FORMarketing teams launching products in:
FMCG
Drinks
Consumer Tech
Beauty
Health & Wellness
Who are challenged with:
Launching a new product or innovation.
Preparing for a major retail listing.
Facing retail delisting.
Lacking fresh ideas from internal creative teams
Extending an existing range.
Entering a new category.
Looking to increase trial or repeat purchase.
Needing to reach a new audience.
CASE STUDY AS PROOFFaced with intense competition from own-label and challenger brands, Yankee Candle needed a disruptive launch strategy.
We rejected traditional product-led marketing to build a global platform around emotional me moments, spanning ATL, social, retail and in-store activation.
This gave shoppers a compelling reason to choose Yankee Candle and provided retailers a proposition they could confidently back.
“Strategic, rigorous, and creatively brilliant. The Behaviours Agency understood our vision perfectly and delivered the exact spark we needed to successfully relaunch our flagship brands in Europe”.
Amber Popowitz
Regional Brand Lead, Newell Brands Home FragrancesLaunching Yankee Candle to reclaim category leadership in a world of own label.
Ready to launch your next product?
Whether you’re investing in your biggest innovation yet, preparing for a crucial retail pitch or bringing a new category to market, Product Launch Sprint combines strategic challenge, behavioural insight and memorable creativity to maximise your chances of commercial success.