BUSINESS PROBLEM:How can we successfully position Lance as a more healthy brand without loosing our current customer base?
STRATEGY:Reframe healthy to be about self improvement and unlocking someone's potential. It's not what you can't have...It's about what you can do.
POSITIONING:For the casual performer, Lance has the potential to fuel everyday adventure...or, whatever.
NEW TARGET:Casual Performers. Age: 18-34. HHI: 35-50K. Mindset: They are looking for more protein and nutrients in their healthy snacks. Healthy is: More is More.
CAMPAIGN STRATEGY:If Lance gives you the energy to do more, what could you do more of?
Strategy: K. Calkins, B. Frye, D. Lifferth Creative: P. Davies, J. Hirsch, P. Patel
