Case History Database

This case study shows how Allen‟s used fresh insight to redefine the brand and its role in the category, putting fun, magic and smiles back into jellies. Before 2009‟s “Release the wonder of childhood with the magic of Allen’s” big idea, Allen‟s looked like a fading star that had just lost 57% of its range. The 6 months post campaign Allen‟s exceeded targets by 20.5%, turning a forecast loss into growth, growing market leadership from 2% to 7%. Allen‟s reversed a loss of relevance and dominance to become the clear jellies category leader. Allen‟s makes smiles.

	Head of Marketing, Chocolate and Confectionary		John Broome		Nestlé
	Marketing Manager, Confectionary		Kara Haskell		Nestlé
	Senior Brand Manager		Sarah Smyth		Nestlé
	Senior Brand Manager		Renee Tsironis		Nestlé
	Brand Manager		Amy Gamble		Nestlé
	Author /Senior Planner		Luke Atkinson		JWT
	Planning Director		Andrew McCowan		JWT
	Group Account Director		Peter Bosilkovski		JWT
	Senior Account Director		Fiona Tenaglia		JWT
	Account Manager		Eleanor Thodey		JWT
	Associate Creative Director		John Lam		JWT
	Head of Copy		Jason Ross		JWT
	Head of Production		Gerri Hamill		JWT