CASE STUDY
Chinet
Business Situation:
With unrealized manufacturing capacity, Huhtamaki Worldwide sought U.S. share growth for its Chinet disposable tableware line.
The effort would entail both new product development and also extensions from its core, high margin Chinet Classic White product.
Care would be needed to position new products so as not to cannibalize existing share or distribution, which included warehouse clubs, mass merchandise, drug, grocery and specialty.
Strategic Insight:
By understanding a rapidly changing “occasions” market, Chinet could successfully unveil expanded products with minimal risk of cannibalization.
The portfolio would be built around insights into what we themed the “Togetherist” – a female shopper seeking both modern style and performance benefits but also timeless emotional attributes of care, attention to detail and hostess recognition.
What would be created was a first-ever total Chinet brand portfolio, including Classic White; Chinet Casuals; Cut Crystal; Comfort Cup and Premium Plastic.
The portfolio positioning would be anchored in “No matter what it depends on, depend on Chinet” and “Your reasons for choosing Chinet just got stronger” as the consumer and trade platforms, respectively.
Brand Fluency
Brand: Chinet
Brand What: Dependable, disposable tableware
Brand Why: Providing foundations – not just for what’s on the plate but for what goes on around it.
Brand Promise: Life is served.
Results:
The total Chinet portfolio has experienced four years of category defying share growth of +27%.
The brand has achieved portfolio growth from #4 to #2 in share.
Casuals has become the most successful new product launch in Company history, with no cannibalization across other lines of business.
Campaign:
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