Making an iconic grocery brand relevant to younger Aussies! ☕️
Our brand is a legacy brand. How can we make younger Australians buy and engage with our brand, OR do we need a new brand?
Develop an under-25-year-old strategy for the brand. Understand the journey from the first sip and how to make the brand
relevant through communication, products, and branding activity to drive growth.
- Hot Air Balloon: A visual and fun activity to discover unmet needs, barriers, and influences. Also, problem-solving activities to build the ideal product and experience for this category. This drove the product, NPD, marketing, and communication strategy.
- Interactive Journey Map: Exploring a week in their life and how/where the category fits in their life. Identifying the Moments that Matter. The journey identified the context for making the category relevant, the triggers, and how and when to intercept them in comms
- Emotional Drivers: discovering the emotional drivers of brand choices for under 25-year-olds. Fast implicit photo-elicitation techniques. This helped develop highly effective communication and brand messaging
- Vide Monologues and Diaries: this uncovered opportunities, gaps, and watch-outs. This helped understand the language, messaging, and tone to connect the category with this group
- Ideation Strategy and Workshop: A clear roadmap of how to build relevance at key moments with current products and brands, plus a clear understating across the organisation of the products, experience, and brand/marketing activity required to build for future demand.
A clear strategy on how to evolve this legacy brand without impacting older, long-term customers. Today, new products, marketing activity, and experience-led brand propositions are active in the market, engaging and building the brand and products for future demand.