FROM BRAND DIAGNOSIS TO CAMPAIGN DEVELOPMENT

CHALLENGE

Reinforce a top-three brand’s leadership against new entrants in a category with increasingly active communications.

APPROACH

We examined culture, the category, audiences and the brand to redefine positioning, co-created the brief, worked with the agency and tested creative routes.

OUTCOME

The process led to a new brand equity campaign built around an emotional message relevant to people and appropriate for the brand.