Assess retention rate among own franchise, understand reasons for turn-over (alienation, if any) and assess impact of pack change on the overall brand as also on taste perceptions, taste satisfaction and brand imagery in KSA, UAE and Kuwait.

Panel of adult brand users created and used to measure impact of the pack change, pre and post launch. Panel-based measurement among the same adult brand users at a pre-launch stage (1 month before launch) and post-launch stage (1 month after launch).

There was an issue with the distribution of the new pack in one of the 3 countries, leading to lower awareness and usage (a third were still using the old pack). That said, the launch of the new pack did not lead to any dissonance in any of the markets – brand retention was 100%.

The new pack also had a significant positive impact on brand perceptions – improvement in taste perception was a positive collateral impact, although in reality,, no changes were made to the product.

The client believes there is a potential to create a retail store targeting tweens – an untapped audience in the region

A Qualitative insights phase to explore what attracts the attention of tweens & the in-store experience that will connect with them. This was followed by a Quantitative evaluation of the concept & potential name options.

Design: Ethnography sessions with moms & tweens followed by focus groups with a pre-task done by tweens. Quantitative interviews with mothers

The research helped bring alive the world of the tweens – their role models, their aspirations, their collectibles, the games & fashion that attract their attention. It was also able to give clear direction on the in-store experience & name options for the concept.

The research was also used to understand the choice factors, functional drivers & emotional affinity aspects, in deciding the place to shop for the tweens.

The insights were used by the client to fine-tune their concept & are expecting to launch the concept across the Middle East.