Blockhead is a leading chewing gum manufacturer with a range of products called functional gums that help in bodily functions such as providing quick energy, reducing stress and enhancing sleep. Blockhead approached Borderless Access to assess the positioning strategy of its energy gum line as a physical booster, and understand the relevance of the product in the market and find out message resonance to the target audience.
The qualitative insights from our research helped Blockhead identify the “core” target audience and revise the product positioning of the gum line from an energy boosting gum to a gum consumed for mental alertness. This helped them channel their marketing strategies to focus on creating brand campaigns based on the revised product positioning.
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