Strengthening Relevance and Seizing Growth Opportunities in the Gum Category
Our client, a major global FMCG company, aimed to revitalize their gum brand in Japan. The main challenge was understanding Japanese consumers’ perceptions, current brand positioning, and credible ways to expand its role in daily life amid declining category engagement.
Our Work
- An online pre-task to surface personal routines, category usage, and perception of oral care in daily occasions
- 8 x consumer focus groups using our DCode© tool to identify gaps in category needs and understand relevant motivation drivers for choosing gum
- Assessment of the client brand’s communication strategy for future strategic direction
The Outcome
- Clear articulation of how consumers define and evaluate gum through DCode©
- Identification of key credibility factors, messaging opportunities, and trust indicators
- Directional guidance on packaging, formats, and communication strategies
- Development of a strategic framework to support long-term growth in the Japanese market
“The team handled difficult questions from the stakeholders very well. Your clear answers, informed by focus group learnings, were incredibly helpful and are shaping options aligned with the recommendations. It was a pleasure working with you, as always.”
– Client Voice