The brand is operating in a dynamic, evolving category and a lack of cohesive, consistent brand identity across Kenya, Nigeria, Ivory Coast and Morocco undermined its impact in the market. The project’s objective was to deliver a universally compelling and differentiated insight on which to base a relevant, future-focused brand proposition.

Common category pain points emerged highlighting the need for a simpler, more empathetic offering and experience. Despite some cultural nuance and differences across the regions, we were able optimise a single brand positioning territory that delivered against both category and consumer imperatives.

With the target market being so diverse across 4 countries with differing income levels, ages, genders and brand usage, a multi-modal approach was necessary. A combination of focus groups, an online community, WhatsApp chat forums as well as in-depth interviews were conducted. A deep dive per country as well as consolidated insights across helped provide a comprehensive, holistic view.