Designing a new sub-brand, product line, and pack design for kids’ dairy in China
Our Scandinavian dairy client came to us to create a new sub-brand, including new product lines, for their already successful China business. To do this, we needed to first uncover fresh consumer insights, and in the process, really define the strategic target for our client’s new brand to then be able to design a new brand offering.
We reviewed four years’ of existing client consumer and market data, and used our process to craft several new brand propositions. We also called upon our own learning given our extensive on the ground dairy experience in China. After conducting an internal 2-day stakeholder workshop, four concepts were developed and then further refined with consumers in focus groups across Beijing and Shanghai.
We delivered a consumer-led China kids dairy brand with an accompanying product range, pack visuals, and marketing mix strategy.