A Prominent Consumer Packaged Goods (CPG) company sought to harmonize and distinguish its range of ice cream products, aiming to better cater to consumer preferences and occasions within the category.
For the initial instance in their history, the client successfully centered consumer needs in their marketing strategy. They crafted strategic plans to enable each brand to concentrate on a distinct set of consumer needs, aiming to reduce cannibalization. Their primary focus was on constructing engaging brand narratives that resonate with consumers on both functional and emotional levels.
We utilised psychoanalytics and our distinctive choice-based segmentation to comprehend the conscious and subconscious requirements of consumers within the category. This approach helped us pinpoint crucial occasions for each target segment.