The client wanted to understand the equity value of the master-brand and investigate what could be lent to the sub-brands in order to convert claimed ‘brand love’ into actual sales.
WHAT WE DID
Given that this master-brand was already the global market leader, analysis of master-brand engagement in a broader category context (i.e. all FMCG as opposed to just cereal) identified ‘integrity’ as a key lever to increase brand engagement.
Bespoke H&P tracking findings were used to argue for increased marketing investment in the master-brand strategy.
We showed that a +4% increase in master-brand integrity would result in a 1-3% increase in sales for all product power-brands.