Expandindo razões de consumo para tirar a marca (e a categoria) da apatia
Kibon estava fora do ar há mais de 10 anos. Durante esse tempo, muita coisa mudou. Novas marcas premium surgiram. A febre da paleta mexicana veio e foi embora. Mas uma coisa que não mudou foram as razões e motivações para o consumo de sorvete. O sorvete ainda é associado a motivações de consumo muito específicas como praia, verão e almoço de domingo na casa da família. Essa falta de inventividade da categoria limitava totalmente seu potencial. A categoria vivia uma apatia.
Para voltar e assumir seu posto de líder intelectual da categoria, Kibon resolveu criar uma estratégia para aumentar sua relevância no dia a dia dos consumidores através de novas razões de consumo para sorvetes. Ao adotar essa estratégia, mapeamos as grandes oportunidades de novas motivações de consumo a partir de dados de comportamento e jornada dos consumidores. E, para traduzir essa nova intenção de marca, criamos o conceito "Que bom que tem Kibon", mostrando que sorvete pode ser a resposta a qualquer situação do dia a dia.
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