A local brand was facing a number of challenges related to brand awareness and equity, and was trying to recover from a serious public crisis that affected the industry it operates in, and consequently the brand’s overall sales and revenues.
S2C developed a communication strategy that was set to achieve the following:
- Bridge the existing awareness gap concerning what the brand stands for and what it has to offer in terms of product varieties and quality experience
- Improve the brand’s reputation and build its image further, highlighting the pioneer role the company had played
- Reposition the brand and ensure the alignment of internal stakeholders
- Optimize general and POS visibility of the brand to impact the purchase decision of consumers
The company experienced an uptake in consumers’ perception and awareness of the brand and its product offering, leading to an increase in sales and market share which will gradually allow the brand to regain its leadership position on the market.