brandDelphi ~ Case Study
Challenge
A large orange juice manufacturer needed stronger positioning to compete against increasing competition and prevent the commoditization of the orange juice category. Compared to the concept of a "perfect healthy drink", the image of orange juice needed a strong hook that appealed more to the baby boom generation. brandDelphi was used to create ideation that could inspire new marketing strategies.
| Results
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"Orange maintains a healthy heart" This idea was spontaneously expressed through an online BrandDelphi session within the first two days of the study.
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This idea was originally only expressed by one person. Soon this statement resonated with many of the study participants and went from a "weak signal" to the top choice within four days. This statement was integrated into a follow on ad campaign that was extremely successful able to not only drive the brand to market leadership but also the entire product category benefited from the new positioning platform.
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The entire research process took less than a week and a fraction of standard offline research cost.
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