AURA welcomes Dr Alex Gordon, Founder and CEO of Sign Salad, a cultural insight agency specialising in semiotics and language analysis, who will take us through a case study he presented at the Quirks Conference earlier in the year, revealing how semiotics helped Danone develop a new natural tasty strengthening shot for Actimel.
Danone was looking to diversify beyond the core product to reach out to a younger demographic and had developed the idea of functional smoothie shots with strong functional benefit (vitamins, minerals, etc. for immunity) – a natural tasty strengthening shot.Sign Salad defined the dominant and emergent cultural coding of their “feel strong” positioning (natural, tasty, strength, shots) and delivered recommendations on visual and language cues, textures and materials, and tone of voice. They then used those findings to assist in refinement and development of the product descriptor and the pack designs. Roll out into stores from September 2019 has resulted in successful sales and greater overall brand awareness from their key younger demographic.
Using that example, Alex will also offer thoughts on why and how culturally-driven brand thinking can help brands develop practical ways to communicate ‘safety’ and ‘optimism’ in both functional and emotional ways as we emerge from lockdown to encourage confident consumerism.
1. Demonstrates the relevance and power of cultural insight to contemporary business challenges.
2. Provides an example of how to practically apply semiotics to both NPD/positioning/pack design AND to the post-Covid 19 scenario
3. Shows how a collaborative partnership between an FMCG client and a cultural insight agency can lead to brand succes
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