Initial workshops among both internal and external stakeholders were conducted to uncover all the possible category entry points for the business. These were then quantified and verified using a robust quantitative survey among consumers aged 18+ as well as doing a Qual journey mapping phase. Extensive data analysis was undertaken to prioritise CEPs to focus on.


RED C uncovered a defined list of entry points that our client were able to prioritise within marketing campaigns in order to drive brand linkage, and therefore increase mental availability and ultimately market share.