The Power of Messaging
	BRAND HEALTH EVALUATION

A food industry client was spending a significant amount of money on an advertising campaign that had been on the air for several months. The advertising was producing very strong recall and branding scores (compared to the category average) but purchase intent for the brand had leveled off. The challenge was to understand why the legacy advertising was breaking through the clutter yet no longer driving purchase interest.

The Pert Group’s goal was to understand the key message take aways from the current advertising and determine if the once differentiating themes and equities were still relevant to consumers.

We highlighted each attribute and measured its impact on differentiating the brand from competitors and driving purchase choice.

We determined that while consumers still associated the equities conveyed in the campaign to our client’s brand, they no longer found those themes relevant to their lifestyle and product needs.

Using this knowledge, the client launched a new communication platform, focusing on messages of consumer empowerment and highlighting the functional benefits of the product as outlined in the research.