Mondelēz sought to shift a global brand positioning for Philadelphia from product-led to purpose-driven.
Buzzback’s Blended Research combines rich qualitative projectives with robust quantitative sample. This enabled us to explore and validate the “friendship” territory to understand if it is an effective and credible way to connect emotionally with British, German and Italian consumers.
The research enabled Mondelēz to fast-track internal decision-making, confirming and optimizing a new positioning to elevate Philadelphia from a product-led to more purpose-led brand. Early indications of performance show strong improvement versus the previous product-led positioning.
Buzzback’s blended approach has enabled us to move forward confidently, without constantly questioning: Is it the right insight? The right tension? The right product truth? Instead, we were able to focus on the executions and bringing the fundamentals to life in the right way.
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