relaunch

The Snickers recall has been a long marathon. Can Mars’ commercial teams fight back?

Japan, Management, relaunch / By

Snickers, the iconic confectionery brand, has global sales well in excess of $3b. Well that is until last year’s voluntary recall that saw the candy bar vanish from shelves. Here in Japan, Snickers was rare in being one of only three global confectionery brands that had almost universal distribution. Besides Kit Kat and Haribo, the […]

The Snickers recall has been a long marathon. Can Mars’ commercial teams fight back? Read More »

Asahi beer’s gutsy relaunch of ‘Superdry’ smashes sales targets; short term stock outs!

Alcohol, Japan, Marketing, relaunch / By

35 years after its original launch Superdry, Asahi’s iconic beer brand was relaunched this spring. The launch involved a change of flavour to improve its ‘sharpness’ and ‘crispness’ according to the company. According to Asahi’s consumer preference tests over 90% of the target market preferred the new formula, a fact the company has referenced in

Asahi beer’s gutsy relaunch of ‘Superdry’ smashes sales targets; short term stock outs! Read More »