Clusters
Approach a saturated market with diverse local consumer expectations
EXPLORATION
Observation and positioning phase
Starting from interviews with experts and ideation consumer groups from different key countries (Germany, France, Poland), the agency carried out a strategic study to draw up cultural typologies and develop an understanding of breakfast rituals.
This analysis led to different positioning scenarios and brand stories with the different consumers of each country for a new granola offer that is being co-written.
DEFINITION
The search for expression
Consultants and designers from the agency imagined a brand territory that takes into consideration consumers that are seeking naturalness, authenticity and pleasure around a strong concept.
With the Open Pilot approach there is ongoing interaction with consumers from the different countries, teamwork with stakeholders that led to a positioning that is unique and different.
EXPRESSION
A brand promise
Health and pleasure are expressed with a new design that is informal and poetic that expresses pleasure while differentiating it from the generic codes for the market.
The quest for pleasure and naturalness applies to all the segments on which the Clusters brand is positioned in around 15 countries.
A bold concept, a record time-to-market: throughout Europe in 1 year!
