Challenge
A leading FMCG brand wanted us to help course-correct their brand direction, especially with their primary target audience. The business questions was: “Who do I talk to, mums or the kids?” along with “How do we ensure these conversations are impactful?”
Approach
To identify strategic options for our client, we conducted an extensive Brand Structures programme, integrating data from Moms and Kids brand health trackers, and drawing learnings from sales, market share, household panel data, Link ad testing results, campaign reviews and other secondary data sources.
Insight
We identified the importance of targeting children with communications as well as mothers. The most influential perceptions for kids to have about the brand were around taste, and by building this the brand would be able to drive preference among mothers and ultimately sales.
Impact
Our recommendations informed a new brand positioning and our client invested in a flagship 360-degree campaign to launch the new positioning.
Six months after implementation, market share for the brand grew by 19%, leading to a sales uplift of $12.8m.