Problem solved

 Client problem

How to influence the way customers view the CSD/soda category, with a portfolio that plays in a limited part of the category, as opposed to competitors whose portfolios span the entire category.

 Approach

Develop the category strategy by working with a multi-functional team, leveraging the existing category insights and supplementing this with our own in-house insights.

 Strategy solution

A bottled water category strategy at the heart of a total CSD/soda category landscape. Consumer and shopper focussed strategies differentiated by channel, designed to change future behaviours and delivering incremental category growth.

 Outcomes

Alignment through the organisation with a common language and direction across marketing, sales and through to the customer.

A set of future focussed strategies designed to deliver incremental growth over the next three to five years.

Tailored strategies designed to reflect the different shopper mission and mindset by channel.

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