Lays

Brand Equity Insights & Positioning Concepts

We were really excited to be asked to help Walkers / Lays evolve the positioning of one of their core European brands

Our recommendation was to use consumer co-creation to get under the skin of the challenge.

We started with a team workshop to identify positioning territory exercises.  The team then co-created the concepts with both loyalist and source-of business consumers in the UK.

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Then, on to Barcelona to co-create the concepts with a range of Spanish consumers

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Finally, we sprinted on to Amsterdam to evolve the co-created positioning concepts with Dutch snackers.

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Three cities, 12 x 3 hour co-creators to generate a huge number of insights and some strong potential concepts for evolution … all completed within 2 weeks.