The Objective

It was a brand with one of the highest brand love scores within the category and was known for its distinct product attributes like lemony feel and digestive properties. However, it needed a shift to expand its footprint - move beyond its core territories to other markets and consumer profiles.

The Strategy Unfolded

To achieve this, the research focused on leveraging the brand’s inherent strengths such as its refreshing lemony flavour and digestive properties. By analysing consumer insights, the team identified opportunities in a new segment. This involved repositioning the brand to bring about the shift required to expand its share and attract consumers.

The Impact

The strategic shift enabled the brand to diversify its consumer base and geographical reach, successfully entering new markets while maintaining its core brand essence. This expansion helped the brand enhance its market share and appeal to a wider audience seeking different beverage solutions.