CRUNCH THE COMPETITION___
With so many brands screaming for your attention in the cereal aisle, what makes one product win? Jordans was new to the game in Canada and had little in the way of a brand voice, position or meaningful difference. Up against well-established giants in the cereal aisle, they needed to break through.
A BREAKFAST CEREAL WITH BITE___
There were sugary cereals, natural cereals, tree-hugger cereals and everything else inbetween. But there was no natural player with a cheeky voice. We found our white space, researched it with consumers and set out to build a challenger brand that made good-for-you mischievously bad.
RISE AND SHINE___
Other players outgunned us in terms of budget, but not when it came to an ownable voice that Canadians loved. Our brand development and launch capitalized on white space with a unique voice no one else could have. The cereal saw double-digit sales growth and the UK recognized the Canadian launch team as a global gold standard.