Knorr: Why it's still good to invest in the stock market

Knorr faced a challenge when it launched its new Knorr Stock Pot: communications needed to convince a seemingly happy stock cube user to trade-up to the new product while minimising cannibalisation of Knorr’s existing range. The strategic solution was to show the Knorr Stock Pot not as a premium cube, but as a convenient alternative to stock made from scratch. The creative treated the Knorr Stock Pot in a different way from how standard cubes had been communicated