How Tip Top is blending the old and new for optimum brand awareness

Tip Top head of brands and communications shares the latest experiential event and other ways the brand is building emotional connections with consumers

Tip Top held its first ever pop-up café this week to mark its 60th birthday in an experiential event designed to meld new with nostalgia to keep the iconic brand top of mind.

While the brand remains top in its category for ‘first mentions' at 32 per cent, Tip Top is not only interested in maintaining that status, but also growing it. As part of this ambition, it's spending 10 per cent of the marketing budget on trying something new. The pop up café was one such event, with more to come next year, head of brands and communications at Tip Top, Justine Cotter, told CMO.

In 2015, Tip Top underwent a brand refresh to appeal to today’s consumer, via an updated logo, packaging and point of sale, as well as a communication campaign, to make it relevant to a new generation. But that didn't mean throwing out the old. The brand has retained its ‘Good on ya, Mum’ jingle, which launched in the 1970s.

“Top Top is an iconic brand within the market, it’s been around for 60 years, and it’s definitely a positive working on an iconic brand. But we have to work hard to maintain this level,” Cotter said.

“The refresh back in 2015 was an opportunity to make the brand bolder. Previously, the logo was smaller on the pack, and there was no unified look. So we decided to make it more confident and easily identifiable and appealing across packaging and point-of-sale. We are pleased with the result, and we’ve seen an increase across our brand measures.

“However, we must stay relevant for today’s consumers, and not just in our communication, but continue momentum with new offerings as well."

One of these was the Tip Top sandwich thins range, which launched in response to consumer demand for a lighter lunchtime offer and something different. “This brought excitement to the bread isle, and we've managed to achieve 20 per cent penetration since launch,” Cotter said. 

Along with launching new products, Cotter is also a big believer in consistent messaging. While it is tempting as marketers to keep changing things up all the time, a brand must also remain true to itself because this is what consumers expect, particularly when you're talking about an icon, she said.

“We are not looking to reinvent the wheel when it comes to communication, we want to connect with consumers, mainly Aussie families, on an emotional level, and evoke trust and happiness and positivity," she continued. 

“This is why we continue to use the jingle we’ve been using since the 1970s, which is iconic in itself. We see when monitoring advertising, the happiness measure increases for consumers when listening to the jingle, because it is a brand asset that connects with consumers and reminds them of happy memories.”

Tip Top is also connecting via an online community of about 2000 consumers, as well as monitoring various metrics.

“We run continuous dialogue with our community around different new product development ideas, advertising; the beauty is you can ask your consumers questions and 24 hours later you have an answer,” Cotter explained.

“This is not the only way we listen. We also monitor social media, undertake qualitative research, and measure success with a variety of metrics, such as sales data, advertising diagnostics, brand health tracking, and market mix models with ROI and volume contribution.

“Of course, we are looking for continual improvement, but also with the freedom to play and engage with target audience. Our first ever pop-up café was trying something different for us. It’s about getting that balance between paid, earned and owned media.

“TV drives effectiveness and reach for us, and digital drives efficiency. Those are our core channels, and we supplement with outdoor, radio and events. That’s what we’ve found to be most successful.”

Read more of our brand strategy content:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in