Brand positioning & communication brief development
Frozen food was seen in the UK as poor quality compared to ‘fresh’ food, a perception which was really holding the brand back.
We used Adcepts to explore multiple ways of how best to fundamentally change people’s perceptions, to get them to see Birds Eye as quality, natural food whose goodness is naturally preserved. This resulted in a precise communication brief, producing a major shift in advertising.
Brand positioning of an innovation
Our brief was to position a new innovation from Vaseline – a prescription strength moisturizer for people with chronically dry skin. The challenge was to find a positioning that would convince these consumers who were very cynical: they were very well informed and had tried everything in a bid to ease the discomfort of their skin.
We scoped a wide range of potential communications angles resulting in a communications brief that was quite different from the expected ‘medical approach’. This led to a successful launch and award winning advertising campaign.
Brand positioning of an innovation
The global team wanted to launch a new range centred around Aloe Vera. We scoped all the possible positioning angles using Adcepts. It allowed us to investigate all the emotional nuances resulting in precise positioning and communications brief – this lead to a successful global launch.
Brand positioning
Unilever had struggled to successfully enter the premium detergent segment in some markets. Despite much concept work and several iterations of research, a positioning that was strong enough to get the green light to launch remained elusive.
The team decided to have one last try. The Adcepts allowed much greater depth and precision than traditional concepts and through this we identified a way to make the positioning work that went on to achieve ‘launch-ready’ quantitative scores for the first time.
Unilever had developed an environmentally friendly innovation that saved packaging and transportation: they found a way to get the same amount of anti-perspirant product into a smaller can. This was a multi brand innovation programme. Initial research identified problems: in explaining the benefit, not believing that there was genuinely as much product inside, or that the product would be more concentrated and so harsher on their skin.
We scoped multiple ways of explaining the innovation and its benefits to find the most compelling way to introduce the innovation and avoid the pitfalls.
The Rexona team wanted to scope new insights for the brand for long-term comms development. The advantage of using Adcepts is that we are showing consumers creative expressions of how the insight could be used rather than simply asking them if they agree with the sentiment. This is much more realistic and more useful as the key issue with any insight is: is it interesting when used creatively? The project defined several new & unique insights for the brand that consumers found compelling.
Brand positioning & communication brief development
Although Unilever is the leader in instant soups internationally, penetration had remained low in many strategic markets. Our brief was to find compelling communication angles that would convert non-users.
Using our B7 Adcept methodology, we explored a wide range of potential positionings. This helped produce the basis of the communication strategy for instant soups worldwide.