For each season there are corresponding feelings, emotions and psychological needs

Market Situation / Problem
To develop an innovative range of concepts that are emotionally involving to increase brand loyalty for Liebig PurSoup‘

Our Approach / The Solution
Creation of new range concepts (positioning, names, recipes, universe).
Qualitative exploration of the concepts.
Recommendation of implementation and packaging brief.

Result
Using an emotional approach, we developed a 4 seasons range concept with ingredients / recipe description / product name to correspond with each season of the year. 
90% of DV in 6 months and 7.5% sales PurSoup’ (84% additional volume).
First innovation soup of the season in 2003-2004 and third innovation in the ambient aisle.