Client Challenge
Despite strong consumer trust, a legacy household CPG food brand faced stagnant growth and needed strategic direction on which new categories could leverage their existing brand equity to connect to younger generations.
Project Highlight
Curion’s Brand Stretch methodology and focused consumer research uncovered a natural expansion opportunity that consumers already assumed the brand occupied. We also identified various specific brand attributes that would transfer successfully to new product categories.
Key Learnings
Consumer perceptions revealed the brand’s core strengths which created permission to expand into several new categories, with one emerging as the strongest opportunity. Parents associated the brand with three key attributes, which aligned with the new category expectations. The client learned that their consumers prefer extending trusted relationships over forming new ones.
