Exploration and Evaluation of the Creative Proposition for a Carbonated Soft Drink Brand

A well-known global beverage brand wanted to drive one of their sub-brand’s value growth to secure market share in a highly competitive market. The client aimed to re-evaluate their current communication strategy and creative proposition to refine it to a more relevant and resonating message to new consumers.

Our Work

  • Consumer generated content via journals and collages to capture needs, consumption moments and drivers; informing hypothesis and stimulus creation
  • Development of depth and breadth of messaging and stimulus and workshopping with client to finalize test avenues
  • Exploring and collage-style mapping the client’s current brand proposition in the category and the optimal positioning territory for it compared to competitors

The Outcome

  • Developing recommendations for strategic positioning and messaging going forward as input to the creative briefing for the advertisement agency
  • Creating an optimized communication/ creative proposition

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