A global snack manufacturer needed to understand their brand position and performance in key situations and also if their advertising was improving consumption levels in the most relevant moments.
The Approach:
MDI designed brand health point in time tracking study to collect information about the snacking brand and key competitors across consumption moments across four countries. We also included three advertising assessments per market.
The Result:
MDI metrics were considered a strong and valid indicator of brand health as they aligned very closely with sales data. As such, the brand health insights were key inputs to our clients’ annual brand planning process. The client was also able to understand which campaign elements were helping to build mental availability and optimise their media planning using the results from this study.
