Works
A sneak peek of Decode's capability in taking brands to the next level
Kecap ABC (Kraft Heinz)
Indonesia
Task
Narrow the Market Share difference between Kecap ABC and Unilever’s Bango soy sauces in Indonesia
Issue
Continued lack of emotional resonance for the brand from Indonesian women, despite an improvement on functional attributes
Unlock
Indonesian women do two jobs – one outside to earn for the family and the other is managing the household. However, less than 3 in 10 men ever step into the kitchen to help. What Indonesian women wanted from their husbands, was a partnership of equality in a society that is hugely tilted against them
Idea
CREATING AN INDONESIA OF EQUALS THROUGH COOKING
CEAT Tyres
India
Task
Launch CEAT’s new two-wheeler tyres with the promise of best road-grip to take on the current market leader MRF
Issue
CEAT was a perceived to be a ‘faded last-century’ brand unlike the current heavy-weight incumbent MRF
Unlock
There is no place in India where one needs sharper survival instincts (and equipment) than on its senseless roads
Idea
IDIOT-PROOF RIDING
Vitagen
Singapore
Task
Grow Vitagen (cultured milk drink) share by growing the category
Issue
Digestive health is a ‘preventive-solution’. As a result, it is not urgent
Unlock
It is impossible to completely resist temptations. Since you can’t manage to control your diet, you need to take better care of your digestive health
Idea
BE GOOD TO YOUR GUT
Sambal ABC (Kraft Heinz)
Indonesia
Task
Win back lapsed users of Sambal ABC chili-sauce by driving brand preference through spiciness
Issue
Sambal ABC is the market leader in the chili sauce category in the midst of exciting new choices. As a result, it wasn’t perceived to be as ‘spicy’ as it used to be
Unlock
Spiciness perception in modern times is driven by feats, records and over-the-top firsts
Idea
WORLDS SPICIEST NOODLES WITH SPICE INSURANCE
Marigold
Overdoers
Task
Relaunch the Marigold Peel Fresh Powerberries and Powerveggies juices to reverse the declining sales
Issue
Paradox of choice within the healthier drinks category owing to multiple recent launches within the category
Unlock
Over-compromise of one’s health, requires over-compensation while making the healthier choices
Idea
OVERDOING THE GOODNESS
Get in touch
Let’s talk strategy over coffee (or tea).
Leave your details here and we’ll get back to you within 24 hours.
