Exponential project

The challenge was to have an in-depth understanding of realities inside the emerging middle-class segment in 6 emerging markets:

China, Brazil, India, Mexico, Saudi Arabia, and
South Africa to find behavior patterns that will help us design breakfast solutions.

To achieve this, we develop:

⋅ Fieldwork in the six countries
⋅ In-depth interviews with consumers
⋅ Analysis of internal documents for each country
⋅ Interviews with experts in differents specialities

Masterbrand & Semiotics Project

The challenge was to learn about the best practices of Master Brands in emerging markets from the message of their content strategy to develop a Kellogg's Master Brand approach.

For that, we analyzed six food Master brands from 3 emerging markets (Mexico, Brazil, and India) focused on the emerging middle class, going over more than 90 pieces of communication through a semiotic analysis.

Illuminate Project

Hidden hunger is silent global problem that affects the struggling middle class in emerging market and alters development and performance, mainly in children

OUR GOALS WERE:

Make quality nutrition more affordable for more kids globally.

Take our kids portfolio beyond RTEC into more
occasions, broader forms.

Build and scale breakthrough kids nutrition
platforms focused on grain-based science.

Introduce food solutions to millennial parents in
EM that are tasty and healthy at the same.

To do this, we carried out:

2 field trips in two important emerging markets for the company: India and Mexico

3 strategic workshops

25 interviews with experts

4 sessions with 50 consumers

We analyzed more than 100 sources