Improving how a brand is perceived by consumers means carrying out a positioning effort that takes into account four fundamental elements:
- A clearly defined target audience.
- A specific reference category.
- A differentiating benefit.
- The “Big C” of Credibility.
We needed to undertake a rebranding of several product lines, and even more so, we felt the urgency to strengthen our positioning within a complex and highly competitive category. In a context characterized by the continuous reduction of shelf space, the need to make our product immediately recognizable led us to a focused and strategic intervention: a simple yet innovative downward shift of our corporate brand on the packaging. A truly one-of-a-kind operation, designed to increase shelf impact and reinforce our brand identity.
However, our objective went beyond that. We wanted our shortbread biscuits to evolve with a clear and distinctive identity, fully aligned with our brand values. For this reason, we chose to work with Packaging in Italy, who supported us with a strong strategic vision toward a concrete repositioning, helping us build a direct, differentiating message perfectly aligned with our corporate positioning.
The outcome of this work was La Frolleria: a new product line featuring a biscuit shape that replicates our brand itself—another truly unique initiative. It immediately and coherently expresses our desire to differentiate the product not only through form and packaging, but through vision. Here too, Trout & Partners developed a proposal designed to speak authentically to consumers and to strengthen our presence as a reference brand within the category. Thank you!
