Change Case: Repositioning a brand

Situation:

A traditional milk product that had been successful for years was losing market share with its traditional image and needed to update their identity to appeal to both its current customer base as well as to young mothers and teens.

Intervention:

Working with the brand's marketing teams, we first dared to explore alternative scenarios of how the company identity could develop. These scenarios were then tested on focus groups and reviewed for the marketing possibilities that they could allow. As consensus rose, a singular picture of the brand's future look, feel, values and mission was laid out.  Based on this vision, the product began its incremental steps of repositioning.

Results:

The repositioned brand has regained a market leader position, having particular success with young mothers who appreciated the traditional values mixed with current trends.