Matching brand and market trendsLeaf Holland markets confectionery A-brands, like Red Band, Sportlife, Venco, Xylifresh 100 and King. A trend workshop was organised for the marketing team, in order to look into the most important trends for the category. Based on the selected main trend for their target group, a SPARK session followed for their flagship brand Sportlife. The brand and the trend were linked to each other, and the boundaries of the brand territory redrawn both on the product and ingredient level (tangible) as on the packaging and promotional levels (intangibles, brand identity).
Participants’ feedback: Success is quickly reached. It is like a brainstorming session, but it all seems to fit well and is attainable. The attention remains focused on the brand! It is very inspiring to discover mental codes, in colors, ingredients, etc. From there on it is really quite easy to create new concepts. We were really deep into the matter. | Website  |