Media and communications

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Reinvent the brand and attract new consumers

INITIAL SITUATION

The communications agency hired us because they needed to conduct a study to reinvent their client’s brand and attract new consumers, who despite being market leaders with their biscuit brand, had a stagnant, unmodern image.

METHODOLOGY

A process with different phases using qualitative and quantitative techniques that helped the agency, through detecting product and communication insights, to work on new positionings with potential to launch onto the market.

OBJECTIVES AND RESULTS

New positioning of the brand creating a new consumption concept.

Launched a new TV campaign with very positive results, demonstrating that the insights identified and worked on by Hamilton connected with the consumer and their new needs.

Extended the product portfolio beyond the traditional, helping the brand revolutionise the category

Launched new products, which enabled the end client to attract new consumers, thus increasing its market share in the short term.