Abstract:

Fidorka is famous Czech heritage brand. When Kraft Foods bought LU biscuits company owning this brand, it had to deal with long term decreasing sales. Additionally, the brand’s latest positioning was cannibalizing KF making it less relevant after the merge of both companies. Our challenge was to define a new TG and positioning, which would minimize cannibalization in a combined chocolate/biscuit company and re-start growth. We believed that Fidorka new positioning must engage both internally and externally. It was one of our first projects where we decided to combine traditional research methods (e.g. TG identification, brand audit, positioning research) with collaboration and co-creation.