Ketodiet
Can you convince people that a diet can taste good?
KetoDiet has successfully taught people what a ketogenic diet even is. However, this also brought many new competitors to the market. KetoDiet, being the original, needed to differentiate. According to our research, people had two main barriers regarding diets – that it won’t taste good and that the menu will be boring. That’s why we came up with the positioning: ‘Blue is Good’ which differentiated the brand through colour and clearly stated this diet tastes good. Which is the most important thing when it comes to food, isn’t it?
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Starring Mr. Button
New symbols of the brand became the colour blue and Mr. Button with his new hit Blue is Good, where he sings about the great taste of KetoDiet. We wanted to make blue our own and thus clearly differentiate ourselves from new competitors. We also added new packaging, and the brand was ready to venture into the competitive wilderness.
And what were the results?
22 %
Awareness growth
75 %
Ad recall growth
23 %
Y/Y revenue growth
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