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Strategic Insights Manager
Bel Brands

How Bel Brands Revitalized One of Their Largest Brands

The What
Bel Brands wanted to understand triggers and barriers to purchase of its iconic The Laughing Cow® brand and reasons for sales challenges.

So What
With a multi-phased qualitative consumer learning plan, the team first conducted foundational learning of the category, including projective techniques and shopping excursions to better understand the shopping experience. Then an in-home tasting and usage experience uncovered product benefits and shortcomings for optimization.

Now What
For Bel Brands, this integrated approach uncovered critical barriers and ownable points of difference and the team activated against them. The learnings were clear, thus the leadership team quickly got on board and supported the initiative. In 2020, The Laughing Cow® launched with a new brand look, feel and taste and is seeing growth on the brand.

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