“You can launch fast but learn fast, and make tough decisions fast too,” explained Kerttu Inkeroinen, Marketing and E-Commerce Director at Union Hand-Roasted Coffee as she examined what both a successful and failed product launch looks like. Inkeroinen was the opening speaker for Impero’s Zoom-hosted event, Inside a Killer Launch, which explored how brands can be distinctive in a saturated market and most importantly, what makes a great brand?

Inkeroinen was joined on screen by Michael Scantlebury, Creative Director and Owner of Impero who outlined his key factors for a successful brand launch. Nicola Kemp, Managing Editor of BITE then hosted an audience-led Q&A that delved into the advice each would give, what has made Oatly such a success and the importance of not paying too much attention to your competitors.

Inkeroinen talked the audience through the history of the  Union brand, founded 20 years ago and based on the fundamental principle of ethical sourcing. From artisan bakeries to airlines and supermarkets, Inkeroinen worked out that in 2019, 62 million cups of Union coffee were drunk. But, she says, the company learnt a lot from a failed launch that took place in 2019.

Thinking that they were tapping into an already popular trend, Union launched Sparkling Black, “a refreshing sparkling coffee drink.” Union, said Inkeroinen, believed “we had a good launch story,” believed in it so passionately that the product launched, after minimal testing. It was a flop and eventually pulled after just six months on the shelves. But it was a learning point for Inkeroinen and her team who realised quickly that “just because a customer asks for it, doesn’t mean it will sell.”

Scantlebury echoed Inkeroinen’s point about the importance of really understanding the needs of your consumer before launching a product or brand. Scantlebury talked about how “we’ve all become a bit addicted to newness,” revealing that Nike drops about 15 new trainer models everyday and of course Netflix now launch entire series at a time rather than one episode. Both brands are responding to what they know their consumers want and when.

But, Scantlebury added, “in a world obsessed with new things, your newness has a limited shelf life. You’ve got to be more than new.” Indeed 30,000 new products are launched every year in the UK. So, how does your brand or product stand out?

Scantlebury believes there are five key learnings to “create and sustain a successful new innovation.” First up is choosing what to launch in the first place; “understand what really drives consumer behaviour in your category,” said Scantlebury. Then enter culture by starting a conversation. Your next step is to lower the barrier to participation and get the product in people’s hands. At this point, Scantlebury believes, you need to stop and check in on the product; is it right? Does it work?

If the answer is yes, your next step is to raise awareness. “With advertising, just make sure you’re doing something new,” Scantlebury adds. And finally, sustain your product; “allow consumers to innovate your innovation,” says Scantlebury.