PRODUCT LAUNCHES
At TMS, we understand the significance of a successful product launch in establishing a strong market presence. Our team strategically plan and execute a number of expertise including, packaging design, ensuring products stand out on the shelf, event management, orchestrating impactful launch events that generate buzz and excitement around your product and securing strategic sponsorships that align with your brand values, amplifying your reach and visibility. Additionally, we provide comprehensive campaign roll-out strategies, leveraging our integrated marketing expertise to create multi-channel campaigns that effectively introduce and promote your product to the target audience. With our strategic approach, tailored solutions, and dedicated team of experts, we empower your brand to achieve success in the competitive marketplace, enabling you to establish strong connections with customers and foster brand loyalty.
FREQUENTLY ASKED QUESTIONS
How long does a product launch campaign take?
A comprehensive product launch typically requires 12–16 weeks from brief to market. This covers strategic planning and market analysis, creative development, packaging and brand identity work, trade presentation materials, retailer pitch support, consumer campaign execution, and launch event coordination.
For brands entering regulated categories (food claims, therapeutic goods, alcohol), additional time should be factored in for regulatory review and compliance sign-off before any consumer-facing materials are finalised. We can advise on what approvals may be required based on your specific product and category.
What's included in a product launch campaign?
Our product launch campaigns are built to cover every dimension of a successful market entry. This typically includes market and competitive analysis; brand positioning and consumer messaging strategy; naming conventions and messaging architecture; brand identity development and visual guidelines; packaging design support and pre-press; trade presentation materials and retailer pitch support; consumer marketing campaigns across digital, social, and in-store; PR and influencer coordination; launch event management; and post-launch measurement and optimisation.
How do you launch a new product into Coles and Woolworths?
Launching into Coles and Woolworths requires more than a great product. It demands a compelling commercial story, strong visual merchandising concepts, and a credible consumer demand plan. These retailers operate on defined ranging calendars and category review cycles, so timing is critical. Their internal processes dictate when new products can be ranged, where they’ll sit, and what promotional support will be required.
TMS develops retailer-specific pitch decks and trade presentations, POS and ranging materials, promotional offers and support plans, and consumer marketing strategies that demonstrate clear shopper pull-through and ROI for the retailer’s category. We help brands navigate the retailer’s language, timelines, and expectations. This significantly improves the odds of a successful ranging conversation.
What makes a product launch successful?
The most successful launches we’ve worked on share a few things in common: clear product differentiation, a compelling and simple consumer message, strong retail engagement, and tightly coordinated trade and consumer activity in the first 12 weeks.
Those first 12 weeks are critical for trial generation. This is the window when retailers are watching sell-through data most closely. We focus heavily on this window, tracking early performance indicators and optimising campaign messaging, channel mix, and promotional activity in real time based on what the data tells us. If something isn’t working, we adjust quickly. If something is overperforming, we double down.
Do you work with FMCG distributors and retailers?
Yes. We have established working relationships and experience with major Australian grocery retailers, distributors, and category managers. We understand ranging processes, promotional calendars, retailer style guides, and the commercial language that buyers respond to. Our experience spans Woolworths, Coles, IGA, independent grocery, and other key channels. This means we can help you tailor your approach for each retailer rather than defaulting to a one-size-fits-all strategy.