COUNTRY DELIGHT II “There Are Milk Brands. And, There Is Country Delight!” Creating This Perception In The Heart & Mind Of The Consumers, Leading To Gaining A Share Of Their Wallet.
Food & Beverage
Brand Positioning Strategy & Mainline Advertising
D2C
Case Study in Brief:
– Category: Food & Beverage (Subscription) For D2C Audience
– Years of Operation: 7 Years
– Problem:
(1) In India, Milk = Amul = Milk. Anything done in the milk category gets overshadowed by the magnanimous-ness of Amul. In this scenario, how to convince consumers to buy a new brand of milk?
(2) Players with similar kind of offering as Country Delight, slowly & steadily, making an entry into the market. So, this is not a dramatic innovation that will disrupt the category!?!
(3) Existing players with strong equity and media muscles – anything done to rock the apple cart will call for their attention & wrath.
(4) How to break the loyalty barrier of customers – shaking them out of their routine; & status quo of life, living & lifestyle?
(5) Importantly, how to create awareness around the concept of Tabela-to-Table V/s Reconstructed Milk?
Strategy:
- Sam & Andy’s way of thinking – why not go back to basics to create a dent in the existing universe and clout of mega brands.
- We needed to stick to the principle of ‘SIMPLICITY’ – product truth being told well! Sometimes the simple product truth and the mode of working becomes the biggest story ever told to consumers.
- COUNTRY DELIGHT should provoke an “itch” in the mind & heart of the consumers without demeaning the competition or consumers’ present choices.
- The brand is selling natural milk, and let it be “milk only without any ingredients tamasha”. Simple, straight forward, no nonsensical approach to trigger the itch of WHAT IS “REAL MILK?”!
- Importantly, how to create awareness around the concept of Tabela-to-Table v/s Reconstructed Milk?
Solution:
- Sam & Andy arrived at the brand positioning through a rigorous process. The positioning being arrived at – JUST MILK, NOTHING ELSE!
- A simple, humanely crafted product truth well told, makes the consumers do their own mental mapping of the product’s effectiveness and relevance. Simplicity & honesty to get a high recall in the complex, clichéd jargon-led world of milk!
- This powerful positioning led to the crafting of the BIG BRAND IDEA “WELCOME BACK TO MILK!”
- Series of print ads were created with headlines being different idioms around milk.
- Aesthetically process & product comparison print ads were created to get clarity around Fresh Milk & Reconstructed Milk.
Client Level: Domestic