The Challenge
Over the last few years Ferrara has grown rapidly through acquiring numerous candy brands. The organisation moved to embedding snacking demand spaces across the business, which required each brand to understand the role it played in the portfolio and for consumers.
The Unlock
We worked with 6 brands, Nerds, Trolli, Laffy Taffy, Black Forest, Sweetarts and Brach’s to embed demand space thinking across the business and crucially to evolve each brands positioning to meet the needs of the new space. For each brand we ran workshops to ensure the teams understood the culture, consumer and product needs required to win.
The Impact
Each brand now has a new brand positioning and clear understanding of the emotional and functional needs of the people they are targeting and resulting communication and innovation roadmaps for the next 3-5 years.
