Poonnapa Chuayboon
Senior Consultant at Creative Juice
Bangkok Metropolitan Area, Thailand, Tailandia
BACKGROUND:
Launch new flavour for Activia probiotic drink.

TASK:
Seek for key unique selling point that is relevant and win other brands.

DISCOVERY:
It is true that people go to probiotic drink because of its digestive effect which Activia has long registered to be highly effective. However, 'refreshing' and 'flavour' seem to be a thing that no brands talked about and it is a need that people are looking for from such sweentened drink. Also, no other brand provide selection of flavours for probiotic drink. Thus, the boredom insights was used here, leaving digestive efficacy as a 'given' fact of the category.

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