Co-creating new positioning with consumers

Opportunity:

A long-beloved heritage brand that offers a wide variety of foods had lost its luster. Despite positive nostalgia, it was considered “Dad’s brand” and needed to determine how to connect with Millennials.

Approach:

Linkage facilitated a co-creation workshop which included the client, the client’s branding agency, and Millennial consumers. During the workshop, consumers provided input on several positioning statements then went through a process of creating their ideal vision of the brand’s future identity, the products it would offer, the key messages the brand would send, and the direct-to-consumer experience the brand would create.

Impact:

Across the co-creation groups, strong themes emerged that provided insight into how the brand should evolve. The client took these insights and used them to inform a new brand identity, positioning, and packaging.