The Challenge

To refresh a well-established European cookie brand that had enjoyed more than 15 years of success in China but was now struggling to find its place in a quickly evolving market with aggressive competition.

Our Journey

We decided to tackle the competition by focusing our efforts on strengthening our clients brand positioning (rebuilding their brand architecture) and building a more compelling packaging design. We landed a strong communications story across Shanghai, Guangzhou and Hong Kong, before using this foundation to brief the design agency on new visual routes.

The Result

Our work established a verified insights, benefits and claims story for the brand, and provided valuable insight into where to move to in terms of updating the packaging for a changing Chinese market while retaining essential global brand guardrails.

Moving forward, with solid direction in terms of communications and packaging, we are currently in discussions with the client to bring this new story to life in a new marketing campaign this year.