Arla MENA – Puck
An innovation pipeline with brand stretch
THE CHALLENGE:
WHAT WE DID:
After developing and roadmapping a 5-year innovation pipeline, we conducted through qualitative research a full brand review to define the brand homeland and where it could – or could not – stretch into. We then defined and codified a clear brand architecture, territory concepts, and practical guidelines to implement the strategy successfully.
THE RESULT:
Our insights and framework have enabled Puck to carry out its exciting innovation pipeline in a way that further builds the strength of the brand. This included breaking the traditional business silo between Cheese and Cream to regroup a range under a same platform, Everyday Chef Kitchen, which has enabled Puck to successfully launch into the Sauces category.
By:
Joyce Esser