EPICA

Love mark among yogurts for Generations Y and Z. Several years after their successful launch, they needed to create an emotional connection with their audience and integrate more deeply into contemporary culture in order to continue growing.

strategy

Love mark among yogurts for Generations Y and Z. Several years after their successful launch, they needed to create an emotional connection with their audience and integrate more deeply into contemporary culture in order to continue growing.

Challenge

Update the brand’s positioning, making it more relevant to the target audience’s emotional needs and their life context.

Solution

We conducted comprehensive research. Everything began with ethnographic visits: we spent almost an entire day with members of the brand’s target audience. We dove deep into their life situations, potential desires, hopes, fears—and, last but not least, category preferences. Over the course of the study, we found several promising territories for the brand. At a workshop with the client, we crystallized the two most suitable ones, after which we decoded them using semiotic research. This helped us choose the most promising territory for the brand’s platform and find the relevant cultural codes in order to activate it.

Result

The results of our research helped us develop a new brand platform that met the target audience’s deep-seated emotional needs and that referenced the most relevant cultural codes.

Other projects for
No items found.
bushe
Next project