White Cloud came to us with declining performance in its category due to continual promotion and a lack of brand affinity. Over the years, they had positioned themselves as the next to the lowest cost. We recommended, rather than further promote and sell on being the cheapest in their category, begin to cultivate brand affinity to help people identify White Cloud as a trusted brand for their family.
We selected a cross-section of people that accurately represent the American family and had them come talk to us about what was really important, what they really cared about, and what they were most challenged by.
We came to find out that families are more alike than they are different. They share common goals and values. Over the course of our conversations, we changed the focus from value to values and created a little brand love along the way.