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.


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.

Morning relief

May 28, 2021

"It is all I can do to get them presentable and clean in the morning.

Innovation programme

May 28, 2021

Strong pressure to come up with product concepts to revive a

Discovery programme

May 28, 2021

A dominant player in a fast moving category embarked on