A major confectionery client sought to assess and refine the positioning of its well-known candy brand in Canada. The research aimed to understand current consumer perceptions, evaluate new concepts, and find a pathway to justify a premium price point to become a mainstream premium brand.

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From Detailed Findings to In-Market Success

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We leveraged a mixed-method approach, combining asynchronous activities and live discussions to gather deep insights from 83 Canadian participants. This methodology helped us uncover hidden insights and build actionable organizational empathy. The research revealed that the brand is well-known in Canada and is synonymous within the candy category. Early introductions through innovative concepts in the pop culture space solidified its reputation for flavor, adventure and innovativeness, with strong associations with quality, holidays, and gifting. Consistent with the UK market, growth opportunities are rooted in expanding brand presence and visibility. Unlike in the UK, Canadian consumers showed less aversion to 'flavor risks' which influenced concept performance. These findings, driven by consumer comfort with multipacks and gifting, as well as the positive influence of global flavours provided a clear, data-driven strategy for the brand's success in the Canadian market.

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