Our client was experiencing stagnating sales volumes despite category growth. The brand health tracker showed a decline in differentiation for the brand as well as a softening on its core positioning of ‘taste’.
They wanted us to investigate and identify key issues which were holding the brand back on consumption. The key question to address was whether the brand was leveraging the right positioning for growth.
While a qualitative exploration was an option, we were able to mine the rich brand tracking and creative data already available. We used advanced analytics using the Brand Structures framework to integrate data sources across brand tracking, creative testing and existing exploratory work.
The exhaustive Brand Structures work identified insights to help create a clear roadmap for the brand’s future. We identified the key issues with the current positioning and more importantly the fact that it was not rooted in a specific identifiable occasion.
We used this insight to create a clear creative brief for the client's agency, with a well-defined reason to believe, main message, and final payoff suggestions. This document was used for their agency briefing and inspired a new brand campaign. The result delivered on strategy, showed positive movement in the brand KPIs and helped drive an 11.9% increase in volume over a 4-month period.