A European household brand, rich in history but struggling to reach a younger audience, challenged us to uncover a fresh brand purpose that would support its refreshed proposition and packaging.

We combined desk research, expert interviews, semiotics, online ethnography and a series of client and agency workshops to explore gentle moments in everyday life and popular culture, uncover purpose territories, and unite stakeholders around a powerful, authentic role for the brand to play.

Our work identified clear white space for the brand to occupy across markets for the years to come, and culminated in a bold new brand purpose, campaign and social purpose initiative.