Intelligence Hub

Intelligence Hub

How to Launch a New Product into a Crowded Space – Part 2

The Shark/Ninja Strategy that Stirred Up the Home Coffeemaker Category

Shark/Ninja is a company with plenty of experience when it comes to entering, and then quickly dominating, a crowded market category. Witness the extraordinary success of their Shark Rotator and Shark Rocket vacuums, which speedily displaced Dyson as sales leaders. In the kitchen appliance category, the Nutri Ninja® blender burst on the scene and quickly snagged market share from category leaders like Cuisinart and Magic Bullet.

But when it came time to introduce their new “Ninja Coffee Bar™,” they knew they’d need to brew up a particularly bold launch strategy. Here’s the way they served up a winning campaign.

The Ninja Coffee Bar Launch Strategy

  1. Create a Category, and Own It. The Ninja Coffee Bar is a multi-faceted machine that combines the flavorful brewing of a sophisticated drip brewer with the convenience of variable serving size (single serve, travel mug, and carafe), AND the ability to control coffee concentration with push-button ease. It can deliver rich, full-flavored iced coffee that doesn’t taste diluted; and even an espresso-like concentration to make specialty and frozen blended drinks like you get at a coffeehouse.

So, Shark/Ninja and Script to Screen leveraged this impressive versatility and created a new category: “The In-Home Coffee Bar.” As the tagline says, “It’s like having your own coffeehouse on your countertop.”

When you can create a new category, you own that category. It’s an effective way to immediately separate yourself from the crowd. You’re not a “me, too” newcomer; you’re an innovator with something truly fresh and unique to offer.

  1. Align with a Show Stopper. To instantly place the Ninja Coffee Bar on a higher plane than the well-known competition, Shark/Ninja brought in film and TV star Sofia Vergara as a celebrity “co-developer.” Aside from her eye-catching appeal and comedic flair, the Colombian beauty is well-known for her strong opinions about how coffee should taste. This made for a powerful association and instantly stamped the brand as something special indeed.
  2. Generate Recognition. Facing category mainstays like Keurig, Cuisinart, Mr. Coffee and more, Shark/Ninja needed a way to quickly build the Ninja Coffee Bar name to a level of instant household recognition. They did it the way they’d accomplished that same goal with their vacuums and blenders: with a comprehensive, well-orchestrated campaign that included TV, print, in-store POS, and digital, all coordinated to deliver a unified message.
  3. Tell the Full Story. The Ninja Coffee Bar is so feature-rich, so technically sophisticated, and offers so many benefits, Shark/Ninja knew that long-form Performance Marketing television was the only way they could tell a complete product story. The half-hour format allows time to educate the consumer about the shortcomings of existing coffeemakers; dramatically demonstrate the superiority of the Ninja Coffee Bar’s patented brewing system; and walk through each of the machine’s unique features and capabilities. Short-form (:30, :60, and :120) TV spots are used to reinforce the longform show’s message, and build brand familiarity. Here’s a sample clip.
  4. Track Performance. In any advertising campaign, it’s critical to have a clear understanding of how efficiently your dollars are working. TV Performance Response Marketing offers intensively detailed tracking on a per-airing basis. That’s critical information that Shark/Ninja has used to strategically and cost-effectively ramp its campaign.

 

They are...creative, dependable and results driven. Script to Screen was my first choice when it came to Direct Res...

David Oreck, Founder, The Oreck Corporation
The creative and marketing professionals at Script to Screen understand not just the crucial direct marketing funda...

Elliott Segal, Senior Vice President, International Production, Guthy-Renker
Working with Script to Screen did more for my retail business in 45 days, than I had been able to do in eight years...

Maria McCool, Founder, Calista Tools
The Script to Screen team is fast, efficient, and shows incredible attention to detail. The final shows come in on ...

George Fettig, Chief Marketing Officer, Shark/Ninja, makers of the Shark® line of vacuums.
“The Script to Screen team is fast, efficient, and shows incredible attention to detail. The final shows come in ...

George Fettig
They are competent, creative, dependable and results driven. Script to Screen was my first choice when it came to D...

David Oreck, Founder, The Oreck Corporation
The creative and marketing professionals at Script to Screen understand not just the crucial direct marketing funda...

Elliot Segal, Senior Vice President, International Production, Guthy-Renker.
Working with Script to Screen did more for my retail business in 45 days, than I had been able to do in eight years...

Maria McCool, Founder, Calista Tools.
The Script to Screen team is fast, efficient, and shows incredible attention to detail. The final shows come in tim...

George Fettig, Chief Marketing Officer, Shark/Ninja, makers of the Shark® line of vacuums
Another sample testimonial explaining how awesome Script to Screen is!...

Client 2

Contact us about your project.

800-453-0003

results@scripttoscreen.com