Wasa: Discover a new taste from Wasa
Client: BarillaBrand: WasaAgency: INGOCategory: FMCGCountry: Sweden
Wasa has basically built the crisp bread category by themselves in the Nordics and Germany, and has been the undisputed market leader in all countries. At the start of 2012, the brand commanded a 62.1% share in Sweden, 84.7% in Norway, 75.6% in Denmark and 40.8% in Germany.
However, in recent years, two major challenges have faced the brand. Firstly, the category has been in decline in all markets since 2010. Secondly, Wasa has been losing shares, in...