Globally strong yet locally challenged
Expressing a global positioning effectively in local culture.
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A global beer brand with a strong presence was struggling in new South East Asian markets. The appeal was lost in new cultures and the client needed to act fast. The challenge was how to remain true to the global brand but appeal to local drinking culture?
Cimigo to the trade and spent time with consumers in bars, clubs and restaurants. We knew that local consumers were not getting it and we knew we had to refine the brand to meet it. Cimigo worked to understand the difference between the brand promise and the brand experience. Only by digging deep into the local culture and immersing ourselves could we develop a locally relevant expression of the brand which resonated with the trade and consumers alike.
Cimigo synthesised the findings to deliver a refined positioning platform that resonated with the local identity (and got a nod of approval from the global brand custodian).
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Optimising dairy concepts
Jun 30, 2021
A dairy company wanted to test a new product concept, so we tested two concepts to find the
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Hy Vu - Head of Research Department
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Joe Nelson - New Zealand Consulate General
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Steve Kretschmer - Executive Director
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York Spencer - Global Marketing Director
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Mai Trang - Brand Manager of Romano
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Hanh Dang - Product Marketing Manager
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Luan Nguyen - Market Research Team Leader
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Max Lee - Project Manager
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Chris Elkin - Founder
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Chad Ovel - Partner
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Rick Reid - Creative Director
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Janine Katzberg - Projects Director
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Matt Thwaites - Commercial Director
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Thanyachat Auttanukune - Board of Management
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Hamish Glendinning - Business Lead
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Thuy Le - Consumer Insight Manager
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Richard Willis - Director
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Ha Dinh - Project Lead
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Geert Heestermans - Marketing Director
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Louise Knox - Consumer Technical Insights
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Aimee Shear - Senior Research Executive
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Dennis Kurnia - Head of Consumer Insights
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Tania Desela - Senior Product Manager
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Thu Phung - CTI Manager
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Linda Yeoh - CMI Manager
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