Imagine you are managing a mid-sized Philippine snack brand that has been popular with Gen X consumers but is now losing relevance with Millennial and Gen Z shoppers. How would you approach repositioning the brand to appeal to a younger audience while retaining existing customers?

Situation

In my previous role as a brand associate at a local beverage company, our flagship fruit juice brand had a loyal Gen X customer base but was perceived as outdated by younger health-conscious consumers, leading to flat sales growth for two consecutive years.

Task

I was tasked with revitalizing the brand’s image and messaging to make it relevant to 18-30 year olds without alienating our core older demographic.

Action

I led a consumer research initiative using focus groups and social listening to understand the values and media habits of Millennials and Gen Z. I then developed a refined brand positioning that emphasized natural ingredients and sustainability, which resonated with younger audiences, while retaining the brand’s heritage of homemade taste. I collaborated with the creative team to roll out a digital-first campaign on TikTok and Instagram, featuring user-generated content of healthy recipe hacks. I also phased in a refreshed packaging design that kept the classic logo but added modern, bold colors.

Result

Within six months, we saw a 15% increase in purchase intent among the 18-30 segment in brand health surveys, and overall market share grew by 3%, with minimal attrition among existing older consumers.