Case Study: LaCreme Master Brand Development

 

Facing the headwinds of a more fat and calorie conscious consumer, La Crème embraced a strategic brand positioning that promised consumers a rich and creamy experience.

LALA USA, a leading marketer and distributor of dairy-based food products, had reorganized their brand portfolio to maximize their distribution strategy in grocery channels in North America. La Crème was one of several yogurt brands in the LALA portfolio that required a new definition and positioning as a result of new products being developed and marketed under the La Crème label.

We were asked to provide strategic and creative guidance to develop a master brand strategy that extended the equities of the La Crème brand across the spectrum of new diary products under development.

Brand Innovation

Facing the headwinds of a more fat and calorie conscious consumer, we discovered several important emotional drivers to purchase that really mattered to consumers when they thought of foods with real-dairy, rich and creamy attributes. The most important factor for consumers was their belief that “real-dairy” foods were more healthful, nutritious, of better quality, and tasted better. These consumers desire, and have a deep affinity for the richest experiences life has to offer. The trade name “La Crème” powerfully represented the premium, best-in-class associations this target consumer segment really cared about.

We defined the La Crème brand consumer segment as people who were passionate about rich, creamy foods and desserts that satisfy their discerning and selective taste. For those who crave the rich creamy goodness of real dairy cream in the foods and desserts they enjoy–there’s simply no substitute. Nothing else comes close, nothing else will do!

We developed several value proposition and positioning concepts for the brand that were rigorously tested with consumers. These were optimized to provide guidance and direction for future product developments and all consumer-facing marketing communications that would support those product introductions.

At each stage of the process, our method provided the pathway to create a compelling value proposition that was highly-valued and distinguished from other brands in the category.

Business Outcome
LALA was successful in introducing new La Crème branded yogurts, coffee creamers, and dessert products penetrating significant US distribution with major grocery retailers including all WalMart stores.

This project was conducted in assocation with our strategic consumer research partner, Brand IQ.