Situation: a leading CPG brand maintained its position as the #1 selling brand in its category, but as the brand reached maturity it faced increased competition in the marketplace and growth stalled. Private label and category alternatives were beginning to erode any benefits of “newness” the brand had when it launched 5 years prior.

Opportunity: by analyzing shifts in consumer tastes and preferences, as well as testing new ways of talking about the brand and its benefits, the brand could chart a path forward that would renew sustainable growth into the future.

Key Questions + Themes:

• Diagnose Loyalty Issues - what emotional and tangible benefits were competitors successfully leveraging to steal share from the brand?

• Define Key Strengths - what emotional and tangible benefits - including nutritional claims - were the most effective at convincing consumers to try or stay with the brand?

• Define the Addressable Audience - 5 years post-launch, how had the category changed and who was now the real target consumer for the product?

Outcomes:

• Updated Marketing Strategy - the brand received new messaging frameworks and a list of product claims that were statistically shown to increase purchase consideration for the brand. This was used to brief the creative agency in designing the new TV campaign.

• New Consumer Segmentation - accounting for the large changes in category dynamics, the brand also received a new consumer segmentation complete with: priority segments, nuanced messaging framework for each, media targeting plan to active each segment