Engagements where the consensus answer wasn't the right one.

Informing a Leading Dairy Company's Communications.

One of the world's largest dairy producers was finding that the consumption of traditional dairy products, such as milk and butter, were steadily declining. Every day press releases seemed to highlight sustainability concerns, health concerns and the rising trend for plant-based alternatives.

To counteract this decline, we were tasked with the reverse benchmarking insights and strategy that would support an alternative communications model and focus on product innovation.

Our insights found that there was concern, in particular within the audience of parents of young children, that non-dairy products did not provide the traditional nutritional value of dairy, specifically the benefits of calcium. As the newer players within the market were not focused on the communication around this concern, our strategy focused the future strategy around doubling down on this area and targeting focus of the appropriate audience.

Disrupting the Traditional Skincare Product Sector.

A large consumer electronics company wanted to disrupt the skincare industry with a new product that would analyze skin type and make subsequent recommendations. Based on our research and insights, we recognized that traditional skincare companies still based their product marketing largely on emotional messages. True scientific information was largely left out of the communications.

As part of the product innovation, our reverse benchmarking recognized what the skincare industry was not saying. The large array of products available on shelves all competed for share of mind but, without consumer familiarity of relative need to skin type, these products focused on product packaging and trade marketing materials. Re-focusing the product on the scientific analysis of skin type first, we were able to capture audience interest and point-of-sale conversion.