Challenge
Our client, a market leader selling packaged juices in an emerging South Asian market, was struggling to grow. They therefore planned to switch to a master-brand communication strategy.
Approach
We used ConversionModel to help our client understand the equity of the master- and sub-brands through various competitive lenses and to explore the equity flow between master- and sub-brands. We also evaluated the impact of the master- and sub-brand advertising.
Insight
We identified that there were strong benefits in a masterbrand platform, and highlighted the core equity assets shared between master- and sub-brands to inform the central idea for the campaign. We also identified which elements of their past ad spend were most effective in driving brand salience.
The client brand was vulnerable to peripheral beverages, freshly prepared juices and dairy-based drinks - these were identified as a key threat. This was attributed to weaker delivery on benefits such as naturalness, nutrition, vitality and intrinsic goodness.
Impact
Our insights helped validate the master-brand communication strategy, inform the role of the sub-brands, and identify the core idea of the campaign.
A switch in the communication campaign platform succeeded in reversing brand’s sales volume decline – we tracked a 6% growth in sales and a 7% lift in brand equity.