Summary
Good Day gave license to young generation by telling them ‘not to wait for big occasions, but celebrate ‘micro-Khushi' moments.
Challenge
1.Drive volume growth 2.Increase penetration THEREFORE, OUR STRATEGIC CHALLENGE : How does Good Day find relevance with a new generation of consumers thereby making it ‘special' again?
Objective
While the premium cookie category was growing, Britannia Good Day's numbers as well as relevance was plateauing.
Strategy
Our core campaign idea: Why wait for big occasions, celebrate ‘micro khushiyan' moments with a Good Day Our Opportunity We saw this as a great opportunity for Good Day – to give license to this new generation to celebrate all these ‘small moments' or ‘micro khushiyan' as we called it By appropriating ourselves to these frequent everyday small ‘moments of happiness', we would find new moments in consumers' lives that we could occupy
Data
We checked how many respondents
Solution
Results
