XPotential's Superclaiming Bulla Creamy Classics Presentation

3. © XPotential 2015
Bulla Creamy Classics is a key range in the tub ice cream
market for Bulla, ‘One of Australia’s most loved and trusted
dairy brands’. The range came under threat of delisting
unless sales could be significantly improved.
The sub-brand lacked differentiation so its portfolio role in
driving growth for the category was unclear for retailers. This
was a particular threat as retailers reduced shelf space for tub
ice creams toward more profitable multipack products.
Bulla needed a quick solution to reinvigorate short term
growth for Creamy Classics until a full repositioning could be
introduced in 12 months time.
Background
• Grow household penetration of Bulla Creamy Classics tubs to 20.5% (up from 18%), by 30 June 2014
• 50% of new households coming from Streets Blue Ribbon (direct competitor).
• Develop 2 – 3 concepts based on the current products and packaging to help reinvigorate the Creamy
Classics range in the most cost-effective way.

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This consisted of 3 key phases:
1. Information Gathering – Working with key team members
and agency, we gathered information to create inspiring
presentations for a workshop, which would provide the
stimulus for developing Super Claims.
2. Bulla Creamy Classics Super Claiming Workshop - the
workshop was attended by a cross functional team, who
were guided in developing Super Claims, based on
understanding of insights, competitors and products.
3. Output report and Next Steps meeting.
Working with the Bulla team, XPotential implemented a Super Claiming project, to develop powerful,
insight-driven new claims, based on the existing product.

5. © XPotential 2015
“Great format.
A great deal of background discussed and reviewed in a short
period of time. Outcome good in 8 short hours.”

6. © XPotential 2015
• XPotential helped the team to achieve their objective of coming up with 3 high
potential Super Claims for implementation by March 2014, focusing on the Bulla
Creamy Classics Tubs.
100% rated the value for business of the
workshop as “good” or “very good”.
• Following the workshop, 100% of the
participants believed the Super Claims
developed would help to meet the
business challenge.

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© XPotential 2015
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