Case Studies > Revitalizing Lyle's Golden Syrup Brand Through IoT Advertising Strategy

Revitalizing Lyle's Golden Syrup Brand Through IoT Advertising Strategy

Applicable Industries
  • Packaging
Applicable Functions
  • Sales & Marketing
About The Customer
The customer in this case study is Tate & Lyle, the company that owns Lyle’s Golden Syrup®. Tate & Lyle is a British-based multinational agribusiness. It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index. The company has a rich history and has been in operation for over a century. Despite its long-standing presence in the market, Tate & Lyle recognized the need to revitalize one of its best-known brands, Lyle’s Golden Syrup®, and engaged in a comprehensive advertising campaign to achieve this.
The Challenge
Lyle’s Golden Syrup® is a well-established brand in Britain, boasting the world’s oldest unchanged packaging. Despite its rich heritage, the brand has not been actively marketed for over 25 years. The challenge was to reintroduce the brand to the market, reclaim lapsed customers, and attract a new audience. The goal was to transform Lyle’s Golden Syrup® into a true ‘Participation Brand’ by highlighting the product's versatility and its relevance to different occasions, particularly breakfast and baking. The task was not just about rekindling the brand's image but also about making it resonate with the 21st-century consumers while maintaining its traditional appeal.
The Solution
The solution involved a comprehensive advertising campaign that leveraged TV, press, OPP, and social content. The campaign aimed to capitalize on the brand's rich heritage while also showcasing its versatility and relevance to modern consumers. The strategy was to create engaging content that would invite consumers to participate in the brand's story, thereby turning Lyle’s Golden Syrup® into a true ‘Participation Brand’. The campaign was designed to reach a wide audience, reclaim lapsed customers, and attract new ones. The use of social media was particularly significant, as it allowed for the creation and sharing of videos that could reach millions of viewers.
Operational Impact
  • The advertising campaign was successful in revitalizing the Lyle’s Golden Syrup® brand and reintroducing it to the market. The use of various advertising channels, including TV, press, OPP, and social media, ensured a wide reach. The social media campaign, in particular, was highly effective, with the videos receiving millions of views. This not only helped to reclaim lapsed customers but also attracted a new audience. The campaign also succeeded in transforming Lyle’s Golden Syrup® into a true ‘Participation Brand’, inviting consumers to engage with the brand and its story.
Quantitative Benefit
  • The campaign generated 11 million views across the 6 social videos.
  • One of the videos received 2.6 million views.

Case Study missing?

Start adding your own!

Register with your work email and create a new case study profile for your business.

Add New Record

Related Case Studies.

Contact us

Let's talk!
* Required
* Required
* Required
* Invalid email address
By submitting this form, you agree that Asia Growth Partners may contact you with insights and marketing messaging.
No thanks, I don't want to receive any marketing emails from Asia Growth Partners.
Submit

Thank you for your message!
We will contact you soon.