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Discovering the launch date for a new product

The Brief
A number of press reports had announced that our client's competitor was about to launch a new product. Our client wanted to know the date of this launch.

The Result
With the launch date known, our client was able to launch their own counter-publicity campaign on the same date, thereby dampening the effect of the competitor's advertising.

How we obtained the information
A rule of thumb for finding information is to try to understand why information will be available. We spoke to a number of people who we felt could know the required information - for example:

• Journalists - who may already have the launch date
• The competitor's PR agency - who would undoubtedly know (but, due to confidentiality, would be unlikely to say until they wanted the information to be made public)
• The competitors advertising agency - who had already worked on the product advertisement
• Packaging suppliers - who would know of impending changes to production runs
• Supermarket managers - who would have been pre-warned to reserve shelf space.

By careful interviewing of people who did not know or had not been told the sensitivity of the information involved, we were able to successfully discover the launch date.

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