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How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
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Orientador(es)
Resumo(s)
This individual work project aims at making recommendations
about how the power of superfruits can be explored in Fructis’
communication strategy in Portugal. The communication efforts of
three brands were analyzed and two distinct strategies were
identified. It was found that the use of each strategy depends on
the target audience: to attract health conscious consumers, the
health benefits of the fruits should be thoroughly communicated; to
attract a broader audience, the fruits should be promoted as an
integral part of an aspirational lifestyle. It was concluded that the
last strategy was more suitable to attract Fructis’ target of Millennial
consumers.
Descrição
Palavras-chave
Superfruits Health beneficts Aspirational Lifestyle