Khopra Candy despite its presence in the industry for over a decade had failed to create traction with its audiences as the communication failed to enumerate any benefit to its customers nor did it resonate with its core audiences.
Our BRAND HIVE™ tool unearthed a cultural insight whereby Khopra was being used to celebrate the most cherished moments within communities. Taking a cue, we positioned Khopra candy as a Celebration of the ‘Sweet Bonding & Moments’ instead of humor as previously – we communicated the sweet bondings of various relationships such as two sisters – celebrating sweet moments – and our communication showed the candy as a means of celebrating and enjoying those sweet moments. First time, the benefit of Khopra was shown in product story and the visual feast of the coconut, rich caramel and milk was shown.
The communication proved to be a super hit, effectively building up sales to cross the 1 Billion PKR within a span of months and building up ‘Hilal’s overall brand image’.