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Brand Strategy

Arla Foods Deutschland

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Arla Foods in Germany were looking for ways to boost Kaergarden's relevance and uniqueness in a declining category also due to changing consumer preferences about Butters and Spreads.

Given that the category is highly commoditized and driven by promotions, it was imperative that Kaergarden claimed back its leadership in the spreadable butter segment. To do this, we built an inspiring and relevant brand story, inspired by a distinctly articulated product truth to move the brand above commodity status. At the time of briefing the brand difference index was 107 compared to market leader Kerrygold with an index of 117. in two years since, brand preference metrics have grown by 5%.

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“ The guys at Outwit combined strategic discipline & a creative mind to help us find practical solutions to make our brand more relevant & unique ”

Christian Thomsen, Senior Category Director, Arla Foods Germany.

The Coca-Cola Company

The Global Hydration team at The Coca-Cola Company briefed us to develop their Global Water Strategy which would guide all new product initiatives in delivering highest incremental value to the company.

Using our strategy tools we determined 'where to play' and the 'rights to succeed' to create a successful, usable strategy blueprint for all global markets to use as guidance when playing in the RTD water category.

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“ What is really unique about Outwit is their high strategic capability combined with their extensive experience in the field. This combination makes their recommendations practical for markets to execute. ”

Cecilia Ortiz, Senior Global Director at The Coca-Cola Company

see also

Brand story
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