BRAND CASE STUDIES
CAMPBELL’S MASTERBRAND POSITIONING & COMMUNICATIONS
THE OPPORTUNITY
To strategically align Campbell’s 3 core product lines: condensed, broth and chunky, in a connected way to build an enduring Masterbrand through deep insights and leveraging key brand assets.
THE METHOD
Going to the core of the consumers’ psyche that drives their behaviour was essential in the qualitative approach: in-home, in-group, in-situ and workshops with core, heavy and light users..
WHAT MAKES IT WORK
The research uncovered that Campbell’s has very strong and enduring brand imagery and equity across all 3 core product lines. Each of the 3 cornerstone businesses share common traits, but leveraging their own unique personalities was essential.
The Masterbrand positioning that emerges to consolidate all 3 product lineups is “Warmth to Share”.
HARLEQUIN BRAND REPOSITIONING, RETAIL AND ECOMMERCE PATH TO PURCHASE FOR SERIES
THE OPPORTUNITY
Harlequin recognizes that much has changed in how entertainment is consumed. Key is to stay relevant through meaningful brand appeal and omni channel brand experience.
THE METHOD
In depth face-to-face discussions: IDIs, groups, workshops, innovation sessions and instore shop-alongs in key retail accounts, both instore and online. Key targets were Harlequin Series and Romance readers.
WHAT MAKES IT WORK
Emerging with a complete repositioning of the brand to activate the younger reader. This is achieved through an alignment of behaviors and values which entice today’s reader with highly relatable product.
Inclusive of this is a complete packaging redesign to standout on shelf and online to attract existing and new customers. Finally, optimize distribution and marketing channels.
