2007 AWARD WINNER
BEST DEMONSTRATION OF RESULTS SPONSORED
CAMPAIGN - Positioning Margarine As A
Lifestyle Brand? It’s Only Logicol!
AGENCY - Ikon Communications
CLIENT - Goodman Fielder
SPONSORED BY
OBJECTIVES
In the three months leading up to
relaunch, Logicol brand growth was
flat - it wasn’t even keeping up with
category growth levels.
Market leader Flora pro-activ had
beat Logicol to market with a heavy
burst of campaign activity. With no
new products to drive growth, Logicol
ran the risk of spending a significant
amount of money to simply “keep
in touch”.
Logicol wanted to grow its share,
brand and the market - all from a
distant second place within the
category. Prior to the campaign, Flora
pro-activ had 72.1% share, leaving
Logicol with just 26.1% share (which
dropped further to 25.7% in the
quarter prior to relaunch).
With the overall cholesterol
lowering spreads category in a cycle
of slow growth (10% year-on-year),
Logicol needed to ensure it was well
positioned to take its share of the
category growth.
CAMPAIGN
An obvious route for Logicol was to tap
into the underlying health management
space - it was an area Flora proactiv
had successfully played in for
years, running three-week challenges
to lower cholesterol. But the motivations
of the target market - baby
boomers - showed life post-50 is more
about rejuvenation than retirement.
With the kids leaving the nest, boomers
feel life’s about enjoyment, seeking
new experiences and engaging in
things they’re passionate about.
Managing cholesterol is not
something boomers are passionate
about, but they are passionate about
the freedom that comes with good
health - freedom to travel, enjoy the
great outdoors and plough through
the kids’ inheritance.
So Logicol focused on this as the
motivational end goal of managing
cholesterol - positioning Logicol as a
true lifestyle enabler. The TVC was a
reflection of this insight.
Custom content within Sydney Weekender and Postcards
was also
created. Through a close working partnership
with the Seven Network and
the Nine Network, the producers were
able to take out insights and develop
engaging programming that brought to
life Logicol’s positioning without the
need to “force fit” the brand.
Sydney Weekender produced six
segments - each featuring a baby
boomer destination. Presenter Mike
Whitney hooked up with the Ulysses
bike club (a motorbike club for over-
40s), and during the show Whitney
rode the branded trike featured in the
Logicol TVC.
Each week a viewer was given the
opportunity to win the featured trip.
These TV strategies were rounded
out through careful environmental
selection - Getaway, Great Outdoors,
Better Homes & Gardens and a
number of sponsorships across The
Lifestyle Channel on subscription TV.
The print strategy followed a
similar approach, with titles asked to
provide upcoming stories on baby
boomers’ passions. For example, at
Ikon’s request, Sunday Life commissioned
an article on the Ulysses
motorbike club.
RESULTS
Despite Flora pro-activ dominating the
market and having a two-month
head start, the Logicol relaunch far
exceeded expectations. Logicol
delivered 53% growth year-on-year and
was the key driver of overall category
growth. This growth compared with
category growth of 31.8% and Flora
pro-activ’s growth of 26.6%.
With the category growing at over
30%, simply maintaining share levels
would have produced an excellent
result, but Logicol managed to
increase its share by over four points
- delivering unprecedented share
results within the category.
As a result of the campaign’s
success, Logicol received additional
three facings within Coles and an
improved position on-shelf. The
success has also enabled Logicol to
enter adjacent categories (yoghurt)
within the supermarket.
JUDGE’S COMMENTS
“In a tough, FMCG Category, and
facing a dominant competitor, the
Logicol campaign focused on an
emotional lifestyle positioning rather
than rational functional benefits,
resulting in using conventional media
in an unconventional way.
“Campaign effectiveness was
clearly demonstrated in a range of
metrics from increased facings to
significant and sustained market
share gains.”
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