Context
Our team was asked to help a local startup re-launch their new brand. They had completely re-branded the product and wanted to attract new customers while retaining their existing ones.
The product was a lactose-free (but dairy-full) ice cream that was competing in a crowded space. Beckon was the first and only lactose-free dairy ice cream positioned as premium in the market. It tastes like regular ice cream and performed well against normal dairy ice cream in taste tests, unlike the other lactose-free options in the market.
We also found that people often can’t correctly define lactose-intolerance, even if they are lactose-intolerant. So how do we talk to people who don’t always understand why they need a lactose-free product?
What we found
1. People see ice cream as an indulgence.
2. People think that taste and texture are the biggest drawbacks to lactose-free ice cream.
3. Those who are lactose intolerant buy ice cream just as much as those who are not.
Insight
Lactose intolerant people are settling for products that either taste bad or make them feel bad.
Strategy + Creative
We built three creative concepts falling out of our strategy: stop compromising.
