THE CLIENT
Global Confectionary Brand

THE CONTEXT
Change in category dynamics meant client could no longer rely on natural demand growth in Australia, so created a new marketing role and function.

THE CHALLENGE
The business now needed consumer-based information and marketing tools to support the consumer marketing function.

THE JOURNEY
Qualitative and quantitative research was conducted to develop a solid category, consumer segments and brand context. This was supplemented by a series of brand architecture and implementation workshops.

THE RESULT
The client walked away with a clear roadmap for business growth over the next three horizons. The roadmap showed how to leverage global brand imperatives in a unique way in the Australian market and clarified target market, growth platforms and implementation ideas across all elements of the marketing mix.