AETA Case Study Baileys Mini Case Study Beck's Gold Case Study Beck's International Case Study Birds Eye Case Study CMA Case Study Coca Cola Zero Case Study DYMO Case Study Efasit Case Study Enzym Lefax Case Study Hasseröder Case Study Heinz Green Ketchup Case Study ibutop Case Study Iglo 4 Sterne Menue Case Study Kathi Case Study Landliebe Case Study Langnese Cremissimo Case Study Lefax Case Study Leitz Case Study LEKI Case Study MC Iglo Case Study Milka Case Study Moet Case Study N-Ergie Case Study Niederegger Case Study Nivea Case Study PerfectDraft Case Study Sheba Case Study TV Hören und Sehen Case Study Verpoorten Case Study Vorwerk Case Study WD-40 Case Study WD-40 Smart Straw Case Study WeightWatchers Case Study Wrigley´s Extra Case Study

In 2005 Baileys Minis was launched worldwide. A very creative commercial performed well in conventional pretests internationally, in which attractive people chase Bailey liquid drops, floating in a bar room without gravity.

In Germany, however, this spot achieved nearly no sales effects despite high attention and attractiveness values. Therefore a German commercial “Mini Bar“ was developed, in which an attractive man takes Baileys Mini during a party from a fridge.

The German alternative communicated the small product size better showing Baileys Minis situated close to eggs. The “Mini bar” commercial convinced new target groups and forecasted sales effects were high. These pretest predictions proved to be true and Baileys Mini was awarded “product launch of the year 2005” in Germany.

The product, however, was discontinued due to unsatisfactory global sales development, because the creative international commercial did not sell. This case study proves again that it can be dangerous to use traditional advertising pretests which are based on false assumptions. Benchmarks are misleading if the predicted values do not achieve a correlation to real market values and are a major cause why 64% of all advertising campaigns for established products do not achieve a sales increase. The same is true in 45% of all communication campaigns for new offers.

Methods used: advertising effect test

Publication: Mayer de Groot, R.: Effective Communication around the World Learning from Best Practice Examples, in: p&a international market research 03/ 2012.