Boursin: From the Christmas Cheeseboard to the Summer Picnic Blanket

IPA Effectiveness Awards Silver

Boursin had been in long-term decline, with decreasing sales and penetration in a growing category. To compound matters, the brand had an over-reliance on the Christmas period to drive sales.

In response, a concerted effort was devised across a range of marketing functions and agencies, with a single-minded focus on increasing usage occasions and de-seasonalising the product, in order to halt and reverse the declines in sales and penetration. The results included: higher sales at a higher value; increased penetration; and a growth rate 7x that of the category.