Our client, a leading confectionary company, wanted to identify the trajectories of change within the confectionary category (gum, candy and chocolate) and how consumers' mind-sets are shifting. They needed to establish future-focused (3-5 years) opportunity areas to guide product and communication development. To do so, they wanted to understand wider societal and cultural shifts and habits/rituals around the confectionary category (and key constructs such as pleasure, indulgence and escapism) - emergent narratives, codes, discourses - and understand what has driven these changes.
We conducted a cultural and semiotics investigation into confectionary in Indonesia, looking at popular culture, market offerings and advertising, social listening, and media analysis. We identified the key codes and trajectories for confectionary in Indonesia and cultural shifts and key associated tensions.
With this, our client was able to stay ahead of the game and identify several white space areas for new product development and communication in each of the main subcategories.