Landliebe, the leading dairy brand in Germany, had lost turnover for several years. Lots of consumers didn’t perceive convincing emotional or rational reasons why they should pay a price premium. Market research insights led to the development of a new communication campaign featuring a new claim “Liebe ist, wenn es Landliebe ist” („It’s love if it is Landliebe [= country love]). This claim triggers a lot of positive associations and cause-and-effect-chains in the so called “limbic system”.
The repositioning of Landliebe based on an emotional key driver proved to be an outstanding success. In the five years after the relaunch the Landliebe brand grew by 60% - as a market leader! Its new brand strength was used to conduct several image transfers and to extend the brand successfully in to other markets such as pudding and milk rice, “country cheese” (Landliebe Landkäse), ice-cream and jam.
Methods used: Qualitative methods, market segmentation, advertising effect tests
D. Holst (CEO Campina), R. Mayer de Groot in:
R. Mayer de Groot: “Marken-Diversifikation und –Tragfähigkeit”, Eppstein/Nuremberg 2003, p. 329