May 28, 2021

“It is crazy, stressful and well I could just scream.” With both parents in the work force, the early start to the school day and the need to beat the traffic, no wonder families feel frazzled in the morning rush. Mums especially have the conflicting challenges of taking care of the kids, being a good wife and a working woman all at the same time. “Phew… it’s exhausting.”


Cimigo delivered a deep dive into the off to school experience. We wiped noses, scolded on homework, spoon-fed the little ones and tried to get dressed for work all at the same time. We talked to mums, we talked to kids, we talked to teachers. Providing the family with morning meals is just one of those challenges that faces mum each day. Mums want convenience but at the same time they want to make sure their kids have a good start to the day. It’s a dilemma – providing them with what’s convenient, traditional and filling but making sure they’re getting all they need.

Better choices

We supported our mums by identifying a new product category which made them and their kids very happy. This created a category that generated an equivalent to a seven per cent value share in year one.

Positioning that resonates

May 28, 2021

"Yes this milk-formula used to be very popular. But today they

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