Lir chocolates are delicious! However, the brand itself was struggling. It was dusty, dated and on shelf appeared to have nothing to offer versus the multitude of famous brands that it sat alongside.
To us, the issue was obvious - their major brand spokesperson, the pack, did not convey the eating experience. Client interviews revealed that Lir had also won several ‘Gold Taste Awards’ which was high praise indeed when you consider the competition.
In the pitch presentation we presented a very simple positioning - ‘award winning chocolates’. This was backed up by category challenging pack design where simple taste statements like ‘delicious’ were presented in a premium setting that created powerful blocking.
The results speak for themselves...