Business Issues & Project Objectives
Our client, a leading UHT brand, aimed to drive growth by strengthening brand relevance among Gen Z and Millennial mums amid increasing competition and evolving behaviours in the category.
The study explored how mums discover, evaluate, choose, and stay with brands across different child life stages, while identifying key triggers, barriers, and switching moments along the journey.
The project also sought to generate actionable marketing initiatives and product innovation opportunities to drive stronger engagement and long-term growth.
Our Approach
A series of expert interviews, in-home immersions, pre-task diaries, and consumer journey mapping to understand how Gen Z and Millennial mums discover, evaluate, choose, and stay with Kids UHT brands across different child life stages.
Insights from the exploration were then translated into actionable marketing and innovation ideas through a collaborative LEGO® Serious Play® workshop with brand and marketing stakeholders.
Outcome and Project Impact
Identified key behavioural and emotional drivers shaping brand relevance, consideration, switching, and long-term engagement among Gen Z and Millennial mums across critical consumer journey touchpoints within the Kids UHT category.
Our collaborative LEGO® Serious Play® workshop helped the client define future brand positioning strategy, actionable marketing initiatives, and product innovation opportunities grounded in real consumer needs and behaviours.
