Kiri Brand repositioning
| Fact |
Value |
| Contact |
Paris |
| Client |
Bel
Kiri |
| Project |
Brand repositioning |
| Industry |
Consumer Goods |
| Timeline |
6 Months
Jul 05 - Jan 06 |
| Services |
Opportunities and Insight Report
Brand Architecture
Brand Guidelines
Brand Audit (including VISEQS)
|
| Team size |
5 The Brand Union
5 Client |
The Bel Group enjoys world renown for processed cheese products and six years ago expanded beyond its historical European markets to include emerging markets. The group gave particular importance to North Africa, the Middle East and Asia. To implement its regional innovation programme Bel needed a partner and this is where we came in. Our bid was successful down to our ability to manage a project locally from ideas through to reality.
Kiri goes from strength to strength in Japan with a profile to rival that of Philadelphia. Now a top priority for Bel, the group aims to double sales in Japan in the next 5 years. Advertising will breath life into a new brand strategy boosted by an overhaul of packaging, POS displays and the entire brand mix. The group requires a diagnosis of strengths and weaknesses for the whole range to assess whether a real facelift is necessary. A new identity will double sales growth in the next 5 years.
We were also able to determine brand opportunities from a Japanese perspective using OptilabTM.
In our creative solution we were able to convey notions of a fresh, creamy, natural cheese in a single logotype. We used the 3-colour flag band to stress French origins and expanded the target reach to appeal to families. We then used these new ideas across the range for maximum impact and consistency.
Some results...
- 70% prefer the new packaging identity
- 92% find it more upscale and 65% more distinctive
- 67% think the brand's tastier
- Potential buyers increased by more than 50%
- Post launch, Kiri held 1st place on the cream cheese market
