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New-Age Chewing Gum Gets a Fresh Brand Positioning

Brand Positioning for Blockhead

Business Problem

  • 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.

What & How We Did It

  • Instead of force fitting our insight methodology tool kit to this unique product, brand and market condition, we used our fast feedback – rapid recycle methodology to test the product, brand messaging and segmentation study – all in one.
  •  By gathering insights from continuous chat groups of potential and existing users, derived analysis from audio and video content, and good old surveys, all helped in identify the behavior and expectations from an energy gum or energy booster.

Key Insights

  • Consumers don’t associate chewing gums with physical boost.
  • Energy gums were not consumed like other energy boosters and were preferred during socializing or after lunch.

Client Impact :

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.

Market

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UK

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