Consumer Goods

Success: Happy Monkey Smoothies

  • CAN376307
  • 16 Pages
  • December 2013
  • Consumer Goods
Summary
Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This case study explores how a clearly defined niche focus and well executed marketing and design exercise can yield good sales success even in categories that have become increasingly consolidated and challenging.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Happy Monkey considered an interesting case of success?

- What consumer insight underpins the initial success of Happy Monkey?

- Which consumer trends has Happy Monkey capitalized on?

- What can I learn from the Happy Monkey brand launch?

Key Highlights
It can be difficult for parents to sell healthy foods to their children as a treat. Happy Monkey has demonstrated how to successfully approach that issue by keeping the product simple with hero flavors with wide childhood appeal and a design aesthetic to match.
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