The largest player on the soluble cocoa market in Spain needed to understand the impact of changing its seasonal media investment from isolated campaigns in time to an always on strategy. Impact had to be considered in terms of both Sales and Brand Image.

The proposed always on strategy offers a potential increase in Sales between 1%-3% and 4-5% in Brand Equity. This strategy works differently depending on the size of the reallocation, but it clearly points out that there is room for improvement by being “always” on the market.