Pig Headed Determination – Armed with Consumer Facts

For nearly 80 years Procter & Gamble had marketed Crisco Shortening in cans.  In the latter part of the 20th century, market share fell in part due to consumers’ frustration with handling the product.  The brand sought new ways to increase relevance and appeal among younger users.  The company had tried different possibilities, but none enjoyed the right combination of consumer appeal and manufacturing efficiency. 

Carter Welch conducted research on an alternative form, a hybrid of blocks and sticks.  Faced with strong internal disagreement, but with consumer support behind him, Carter led a broad team to launch Crisco Sticks into a test market.  The entire launch from idea to execution took only six months.  Results doubled objectives, reversing a 10-year business decline.

To generate these results, he developed a highly localized marketing plan including radio, billboard, print and event marketing.  The test market was a huge success, and the product was soon launched nationally.  P&G hailed the launch as one of its most successful new introductions of the year.  Today, Crisco Sticks are available throughout the country, enjoying near universal distribution.

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