Research Awards 2004: FMCG


Client: PZ Cussons International

Agency: Frontline Research Consultancy


Client: Heinz

Agency: TNS

WINNER PZ Cussons' antibacterial handwash range Carex, available in five variants, is the leading brand in its sector with a value share of 25%.

However, while the brand scored highly on the platform of efficiency, it lacked an emotional pull. Recent market entrants had superior cosmetic benefit, rendering Carex even more functional in the consumer's mind.

A consumer research strategy was initiated by agency partner Frontline Research Consultancy to provide guidance on appropriate fragrance directions for each variant to to broaden the brand's appeal and aid its escape from the kitchen.

Using the results of the qualitative research, a brief was prepared for several of the fragrance houses working with PZ Cussons.

Following the fragrance development, quantitative research was carried out on four samples for each variant, in particular comparing spontaneous responses to the different fragrances.

There was clear consumer endorsement for a replacement fragrance for each, and this was integral to Carex's relaunch at the end of 2003.

To make a decision about which fragrance should be taken forward, PZ Cussons developed two key action standards: that the sample scored higher than the current product on overall opinion, and that it equaled or reduced the level of purchase rejection.


Given the proliferation of the Heinz brand, new product development plays a key role in the company's business strategy. To keep up with the demand for new products, Heinz recognised the need for a standardised approach to product development.

Together with TNS, Heinz established a pan-European concept-testing programme, with the core objective of filtering out the poorer ideas early on, as well as creating a database on which all results could be collated and disseminated, enabling valid cross-category comparisons.

Since the inception of the programme in July 2003, more than 170 concepts have been tested across Europe. About 25% of these have been given the green light to move onto the next stage. As a direct result of the rigours of the programme, Heinz estimates that the cost of bringing products to market will be cut by between 25% and 30%.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug