The Context
How can Kellogg’s drive a more consistent brand presence for Coco Pops across the Asia Pacific region to drive better efficiencies?
A case study with Kellogg's
How can Kellogg’s drive a more consistent brand presence for Coco Pops across the Asia Pacific region to drive better efficiencies?
Different markets at different stages of product lifecycle
Need for a brand refresh that moves lead markets forward but doesn’t alienate emerging markets
- India
- Malaysia
- South Africa
- China
- Japan
- Australia
Stakeholder interviews
Stage 1: tandem groups (mum and kids) and semiotic co creation of global meaning with local nuances. Cultural insights that ensure a global direction
Stage 2: validation groups and quant
Still finalising but so far a well defined Coco and Logo
New insights on the meaning of Coco and Logo
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