GLOBAL BRAND ARCHITECTURE
MORE EFFECTIVE GLOBAL BRAND ARCHITECTURE FOR WHISKAS
A range of insight techniques including accompanied shopping helped us understand how people really shopped the cat category, highlighting the opportunity to simplify an overly-complex category.
In a series of highly practical workshops, we worked with the Global Brand Director and teams from different markets to create a new range architecture based on cat life-stage. This made shopping easier for consumers and reinforced the brand’s expertise and is being deployed globally to guide pack design, communication and product development. Initial results are positive: core European pouch business is growing +9%.
“the brandgym brought deep consumer understanding, mastery on brand strategy and strong business sense”
Cecile Coutens – Whiskas Global Brand Director, Mars.