New juice brand goes to the MumPanel
Cheshire marketing consultancy MumPanel has been drafted in by WPP agency Dialogue 141 to get mums' verdicts on a new juice brand scheduled to launch next year.
London-based Dialogue 141 is working on a below-the-line strategy for the new brand and has recruited MumPanel to help find out what UK mums think of the juice.
MumPanel founder, Lynne Barcoe, said: "Mums are usually the gatekeepers of the family finances and the main decision makers on family purchases. So there's a lot to be gained by brands listening to mums' opinions and involving them in product development and marketing strategy."
Dialogue 141 marketing director, Neil Jenkinson, said: "The feedback from MumPanel opens up a whole new area to market for this brand. We had a hunch that this product could claim a larger slab of the market than initially intended but it's no good unless you can prove it."