Brand Relaunch for a Dairy Dessert Brand
SFull-scale brand repositioning to revitalize a legacy dairy brand in the competitive Ukrainian market. Scope: insight research, emotional positioning, brand DNA, comms strategy, campaign activation.
Client
PepsiCo (in-house project as Senior Brand Manager)
Services
Brand Repositioning Communication Strategy Audience Research
Industries
FMCG, Dairy Products
Date
2017-2021
Challenge
A well-known dairy dessert brand had started losing market share despite strong distribution.
It lacked emotional positioning and became just another shelf product. With no clear message, personality, or emotional value, the brand failed to differentiate or connect with consumers.
Solution
Led the full relaunch from strategy to execution. Based on research findings, repositioned the brand around emotional cues like trust, comfort, and familiarity. Defined the brand’s new role in consumers’ lives, rewrote its tone of voice, and aligned visual identity with the new positioning. Developed a messaging framework to ensure consistency across packaging, digital, retail, and ATL/BTL channels.
Client's
feedback
The brand relaunch became a turning point. For the first time in years, we saw consumers actively choosing the product not just for taste, but because it “felt right.” Internally, the project was seen as one of the most successful repositionings in the portfolio that year.