Results - RightMinds

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.

Solutions

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

Results

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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