May 28, 2021

“This is what my mother-in-law used not what I will use.”

A leading health and nutrition company in the food and beverage sector was failing in a key Asian market.


Cimigo’s exploratory ethnographic research quickly unveiled that the brand no longer resonated with consumers and needed re-igniting.

We ran co-creation exercises with consumers to build a revised positioning, a positioning that resonated, inspired and reassured consumers on their choice.

Better choices

The research provided insights into perceptions of their brand and the key drivers of consumption.

We facilitated workshops with consumers which helped the brand team redefine a brand positioning that leveraged their existing strengths and find a unique position in the market.

The brand subsequently rose from a poor fifth rank in sales to a healthy second.

Category strategy development

May 28, 2021

Leading the development of an annual marketing

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