Exploring consumers' love of all things dairy

challenge This multinational dairy company, a world leader, has a huge presence in Chile with its Soprole brand. It was crucial to include this country as one of the key markets in a global strategic brand review.

solution Our role involved designing and delivering a qualitative study in Chile, talking to a wide range of consumers and exploring the breadth of their relationship with both the dairy category and the Soprole brand. We used a range of concept stimulus to explore different potential strategic developments for the brand, and the potential impact of each for Soprole and the local market.