Challenge:

The portfolio has over 300 SKU’s, the Brand Audit highlighted the recessive shelf impact, and the challenge that lay in the brand architecture and on shelf navigation.  The consumers

Taste and food styling is ever changing, and this required flavour nuances that are specific to Africa, and globally relevant.  Technology in packaging substrate was also considered in the overall brand and shelf life.

Solution:

Full brand audit was undertaken in the relevant channels.  A brand architecture was strategized to aid in navigation and increased consumer participation in the brand.

Sub brands were developed and brand real estate was changed per category whilst being sensitive to the motherbrand.  The competitor set was investigated to find opportunities through RnD, as well as the final packaging.