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Applebee's was ready to launch their new product, a group of four unique dishes served in fajita-style black skillets. They represented the most significant new product launch opportunity in the system history. The assignment was to brand the new dish and launch a comprehensive advertising program in thirty-six key U.S. markets — within a six-week time frame.
New brand name and logo: Skillet Sensations
Positioning line: Something New Sounds Good
Advertising campaign with TV, radio, ROP, in-store
Partnership with micro-brew beer brands for each dish
Exceeded 6% incremental sales goal to 10% system-wide
Became the most successful promotion in the twenty-five year history of Applebee's
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