Case History Database

This paper shows how Arnott’s not only rode out a post-Covid pricing storm, but prospered, through a masterbrand approach that tied a broad portfolio together under one binding thought. It focused on an aspect of brand advertising that is hugely important but rarely written about: its defensive role. In particular, its ability to reduce price sensitivity. This case demonstrates that emotional and top-of-funnel activity can bite immediately if you get your strategy right: Arnott’s focused on moments of real value post-Covid isolation, reignited distinctive Arnott’s rituals, and pulsed regularly through TV. Rather than sales dropping off a cliff, we didn’t see a flight to private label or branded competitors. Instead, Arnott’s managed to maintain volume, grow value sales and increase share. So grab a cuppa and a Milk Arrowroot/TeeVee Snack/Tim Tam, download the case study, and dunk right in.