Colgate-Palmolive:

The Challenge:

US cereal brand Life, owned byPepsiCo, had been a family favouritefor decades. However as the culturallandscape changed, the brand hadnot and therefore was no longerrelevant. At worst, the brand was seenas old fashioned and boring. Wepartnered to build a meaningfulpurpose for the brand to connect withmodern families and bring back itsiconic status

The Approach:

We adopted a three pillar approach,firstly evaluating the brand’s currentcultural relevance through a digitalcommunity, before using culturalscoping and analysis to hypothesisefresh angles to awaken the brand.Using these tools, we co-created abrand playbook to activate thestrategy, a comprehensive guideof what to do, say and how to goabout it.

The Impact:

Our partnership delivered a brandpurpose that triangulates consumer,category and cultural insights coupledwith a playbook detailing how toactivate the brand purpose with theintention of bringing more families intothe brand to drive penetration