Good Heavens! – Permissible Indulgence
A small quality dairy in the shadow of Heathrow Airport, run by a passionate Israeli, were producing a DELICIOUS yoghurt drink which nobody wanted…
You can see above how it looked (brown, organic) and it sat sadly next to the much-cheaper-milkshakes until women picked it up, turned it around, rejected it for the sugar content, and moved on to other brands:
There wasn’t an endless wealth of money to invest, and there wasn’t much time, as the owner had an opening into Tesco-local, if they could only get a decent product ready in time.
The HMT – A VERY HANDS-ON approach
The HMT went into the stores and watched consumers. We chased them down and asked them why they rejected it: we soon understood that the “FourFactors” were out of balance for the product. It was selling on ‘organic’ but consumers weren’t sure what it was, and felt it was too calorific for a health proposition.
We ran a one-day FourFactors Brand Positioning workshop with the producers and their agency partners. We brought along an illustrator to draw ideas as we had them…
Then under a week later HMT ran a co-creation workshop where we tested our new ideas with consumers, and let them try the product (served in Champagne glasses to reinforce our indulgence theme) and tweak our brand ideas: by the end of the evening the consumers became excited and we knew we had a potential success.
From the co-creation we produced a Strategic Brand Definition Report and briefed the design agency. We re-branded Bio Green – Home Farms into a “Boutique Dairy.”
The design-team did an amazing job bringing the new vision to life, and the client did a fantastic job INSISTING the strategic choices in the report showed through in the final design.
Result? Just take a look in Tesco local