A delicious source of energy and fibers
NBCC’s Memories marketing team entrusted Brandcode to create and launch Gofit, a new brand of digestive biscuits. Applying our CODE strategy framework, we delivered a comprehensive branding solution that positioned Gofit as a leader in the health-conscious snack market.
Connect & Comprehend: Our journey began by immersing ourselves in the market dynamics and consumer preferences. We conducted extensive market research, gathering crucial consumer insights and drawing detailed personas to pinpoint Gofit's unique selling propositions. This allowed us to position Gofit uniquely within the digestive biscuit category, addressing health-conscious consumers' specific needs and desires for a tasty and nutritious snack.
Originate & Outline: With a clear understanding of the market and consumer needs, our strategic innovation took center stage. We crafted a distinctive path for Gofit’s brand identity and market entry. This phase involved developing a comprehensive branding strategy that aligned Gofit with the evolving needs of health-conscious consumers while staying true to NBCC’s legacy of quality. We created a compelling brand story, visual identity, and key messaging highlighting Gofit’s benefits – light, reduced-fat, whole-wheat biscuits rich in fiber and natural ingredients.
Deliver & Dominate: The execution phase was planned and executed to ensure maximum impact. We produced two high-quality TV commercials as the cornerstone of the launch campaign. Each commercial was tailored to feature a different consumer persona, illustrating how Gofit seamlessly integrates into and enhances their lifestyle. One commercial focused on an active individual who values health and fitness, showing how Gofit provides the perfect on-the-go snack. The other commercial highlighted a family-oriented persona, emphasizing Gofit as a wholesome treat for the entire family. These narratives were brought to life with exceptional artistry and production quality, ensuring that Gofit’s message resonated clearly and effectively across various media channels.
Evaluate & Enhance: Our commitment to continuous optimization was evident in the post-launch phase. We leveraged data-driven insights and real-time feedback to refine our marketing strategies, ensuring Gofit remained relevant and competitive. This ongoing process involved monitoring consumer engagement, sales performance, and market trends, allowing us to make informed campaign adjustments. Our agile approach ensured that Gofit captured health-conscious consumers' attention and maintained a strong market presence amidst growing competition.
