Knorr: See a different side
UnileverB7; Show Me Consulting; Lowe and Partners
Summary
Knorr Sides needed a turnaround, one that could begin to build equity and free the brand from severe price dependency. The sides category was off-trend and losing relevance. Time was of essence, so the turnaround had to be driven by fresh communication without the benefit of product renovation or innovation (that would have delayed the program).
The team used a highly unorthodox approach to unlock a strategy that struck a consumer sweet spot – both a need and a trend.
A new campaign was launched in...