Rowntree's
ROWNTREE'S® - a heritage brand
Rowntree's fruit sweets have been around for years, since 1881. The Rowntree's brand is Nestlé's oldest British confectionery brand: it is well known and trusted, but has had little relevance to adults under the age of 30.
Nestlé asked Headmint to help rationalise the brand architecture for Rowntree's, with a view to expanding the range, and to define and articulate a new brand positioning.
Consumer insights uncovered
Headmint developed new consumer insights around the sugar confectionery category in the UK. This richer view of consumers and their lives helped us determine what Rowntree's could and should represent, thus identifying new brand territories for exploration. A highly-interactive workshop was held to create consensus around brand hypotheses, which were then validated via research.
Rejuvenated with a new brand positioning
Headmint's brand development consultants worked collaboratively with the Rowntree's team, to develop a new brand positioning and a dynamic, new ‘master-brand' architecture for Rowntree's. Recommendations were also made on product format and direction for future product development.
Using Nestlé's brand engagement tools and techniques, the unique positioning was defined and articulated, enabling the brand team to write an inspiring creative brief for their communications agency.
The new brand strategy promises to deliver long-term growth, making Rowntree's both authentic and relevant to a new generation of consumers.