May 28, 2021

The brand team was stumped as to how the competition could do so well and so fast.


Cimigo conducted a comparative review of the two competing brands’ key activities over time correlated with media weights, sales data and brand tracking measures allowing us to reverse-engineer and decode the communications strategy of the competition. This strategy was also placed into the context of the challenger’s portfolio strategy.

Better choices

Identifying the building blocks of the challenger’s success refreshed the brand team’s sense of competitiveness. These building blocks helped them identify the barriers that their brand was facing and empowered them to address these barriers by making better choices in their own marketing plans.

Globally strong yet locally challenged

May 28, 2021

"It’s a couple of beers and some snacks with the gang after

Stretching the brand

May 28, 2021

A niche player in the personal care category planned to expand

Strategy development for customer experience

May 28, 2021

Addressing customer churn through improved experiences and pre-empting key moments with potential