The Objective

The brand was losing share in an expanding category. The task was to arrive at steps that would immediately arrest this decline and eventually change the course of the brand's direction. The source of growth for the brand had to be closely looked at given its format and mouthfeel.

The Strategy Unfolded

The overall plan involved looking at broader category drivers and what is making competition successful. The brand's strengths and weaknesses - the role of format, product, pack size, flavor, packaging, and messaging, were deep-dived to arrive at elements that can be leveraged and what needs to change. Ethnographic approach including in-home immersions with a peek into their kitchen and refrigerators, sessions with lapsed and competition consumers along with an online review of the category trends provided with much-needed clarity on issues and detailed action points.

The Impact

Detailing the need states fulfilled by competition and the brand owing to their organoleptic experience helped reimagine the category in which the brand needs to function. From short-term initiatives to long-term strategy, we defined the brand’s ‘new play area’ and opened up the conversation on the right target audience and the moods and occasions the brand is most suited for.