An FMCG brand in the European and Australasian marketplaces was facing challenges due to a lack of clear vision, positioning, and portfolio strategy.

This resulted in confusion regarding packaging design, product lineup, and communication strategy.

My responsibility was to step in and create a distinct vision and strategy for the brand that would resonate with consumers within these regions.

This involved orchestrating a ‘Brand Dream’ workshop, designing a cohesive portfolio strategy and product lineup, and devising a fresh communication plan that was in sync with the new brand vision.

To address this task, I gathered all key stakeholders and our agency to participate in a ‘Brand Dream’ workshop.

Through a series of right-brain thinking exercises, we jointly created a bold, new vision for the brand that would appeal to both present and future consumers.

Following this, I worked on a clear, regional strategy for the brand, incorporating a sensible portfolio strategy and product lineup.

This strategy was succeeded by the creation of communication plans and creative campaigns that aligned with the fresh brand vision and positioning.

The strategic transformation led to significant improvements. We witnessed a 9% growth in top-line and a double-digit increase in bottom-line, surpassing all set targets.

Each market registered a share growth of more than one point.

Moreover, the introduction of new products, relevant to the updated portfolio, drove incremental sales.

• Brand Strategy
• Product Vision/Strategy
• Team Leadership
• Workshop facilitation
• Portfolio Management
• Campaign Strategy
• Strategic Communications
• Consumer Goods

• Retail and Consumer