recent projects
Amaysim - Brand Strategy And Product Development
Amaysim engaged Manifesto to help with the a number of projects over a six month period in 2019 and 2020 including the definition of a new brand strategy and purpose for the organisation based around its championing of customers and their needs in a telecommunications market where they are often taken for granted by the big brands. Manifesto conducted extensive market research testing with consumers to help define and develop innovations in the Amaysim product offering and customer experience - culminating in the development of a new overall brand strategy.
Asahi - Innovation And Strategy For Two Suns
Manifesto completed a four month project to assist Asahi Premium Beverages in the development of the new Two Suns beer brand. As part of the project Manifesto developed a number of brand positioning options and researched these with consumers to help inform the brand strategy direction, the liquid brief for the beer itself and the brand visual identity and packaging. Manifesto has a comprehensive methodology for innovation and especially the development of new brands which was fundamental to the development of the Two Suns brand.
7-ELEVEN - BRAND STRATEGY AND RE-POSITIONING
Manifesto recently completed a six month project to develop a new brand positioning and strategy for 7-Eleven in the Australian convenience market. The project involved extensive market research to understand consumer preferences and trends in the convenience category which was then used to inform development of a number of potential brand strategy options. A second round of consumer research was then undertaken to evaluate and refine the various options and to develop the final recommended brand strategy. The strategy included brand positioning, brand purpose, values, personality and examples of how the strategy could be rolled out to customers experience and communication.
Solo (SCHWEPPES) - BRAND STRATEGY
Manifesto completed an extensive brand strategy project for Schweppes to reposition the famous Solo soft drink brand. Solo had remained largely unchanged as a brand over the pre-ceding two or three decades with its focus on a very outdated version of masculinity. The task was to reposition the brand to both men and women today with an updated brand strategy that presented a new and more progressive definition of what masculinity means today. As part of the project we conducted extensive consumer research with men and women of various ages to understand contemporary perceptions of masculinity and how to reinvent the brand without losing some of the things that made it so successful and such an Australian icon. Manifesto worked alongside advertising agency TBWA and helped to develop communication for the launch campaign which has produced exceptional results in market.
Everlast - brand & Communication strategy.
Manifesto completed a research, brand and communication strategy for Everest Australia. The brand is a global success story originating in New York over a century ago. It has evolved from being famous for boxing gloves to become a boxing, fitness and active wear brand. The aim of the project was to conduct research with consumers in order to identify attitudes to the Everest brand and then to formulate a new brand and communication strategy for the Australian market. The world involved detailed depth interviews with current and potential Everest consumers, both boxing loyalty and those more into general fitness. One of the key challenges of the project was to identify a brand positioning that would appeal to both groups, an idea true to Everest’s boxing heritage but also relevant to a broader audience of general sport and fitness enthusiasts.
AREVO - BRAND AND COMMUNICATION STRATEGY
Arevo is a new journey planning brand that was created by RACV. The Arevo smart phone application has innovative journey planning and management functionality not seen before in the Australian market. RACV commissioned Manifesto to develop a brand and communication strategy for Arevo. The project applied our Emotional Design methodology to develop a range of positioning options for Arevo based on research into the consumer relationship to the category. The output for the project was a brand strategy for the new brand along with a communication proposition, key reasons to believe and brand tone of voice and personality. Research conducted by Manifesto on early idea concepts for Arevo confirmed the products initial viability and informed development of functionality for the new application.
ASAHI - Portfolio And Brand Strategy
Manifesto worked with Asahi Premium Beverages in Australia to develop a brand portfolio strategy for Peroni, Estrella and Asahi. One of the outcomes of the project was to develop a clear positioning space for each of the brands and specifically a new brand positioning for Asahi based on consumer research. In particular it was important to develop a direction for the brand that would appeal to young Millennial males who were increasingly looking to craft beer rather than premium international beers to signify and signal social status. The research and subsequent strategy work identified the idea of the discovery of unknown Japan, and its clash of tradition and modernity as the most appealing brand strategy for young men. This work helped inform the new campaign direction “Enter Asahi’ created by The Monkeys creative agency in Melbourne.
Wolf Blass Wines - Brand Strategy
Manifesto developed the brand strategy for the “Here’s To The Chase” campaign for Wolf Blass wines. The campaign has now been in market for several years and has been extremely successful in helping to drive a more premium image and long term profitability for the brand. The challenge for brand strategy was to help transform the image of the brand from 1980s icon to a make it more relevant and contemporary for todays’s millennial wine drinkers. To achieve this we shifted the focus of the brand strategy from a traditional view of status to the one that was more in tune with the times - rather than focusing on the rewards of triumph (the original brand strategy) we focused on the determination and dedicated that is required on the journey - hence “Here’s To The Chase”. The campaign creative idea was developed and executed by Wundermann Thompson in Melbourne.
AUSTIN HEALTh - BRAND STRATEGY
Austin Health, one of Australia's leading hospital groups commissioned Manifesto to undertake develop a new brand strategy for the organisation. To complete the project Manifesto developed a number of brand strategy options working closely with the CEO, board and executive team which were then researched with staff and patients of the hospital to ensure the reliance of the strategy across both stakeholder groups. Manifesto also developed recommendations for how the new brand strategy could be implemented right across the organisation.
racv - emergency Home Assist communication strategy
RACV engaged Manifesto to develop a positioning and communication strategy for its Emergency Homes Assist service. The key positioning challenge turned out to be explaining the need for the product and the role it played - that is, 'It's for times in life when you need help quickly". The project involved two rounds of consumer research and creation of a communication brief based on the new strategy. Manifesto also worked with the creative agency on the execution of the communication and advertising ideas.
Schweppes - Brand Review And Architecture Strategy
Schweppes commissioned Manifesto to conduct a detailed review of the strengths and weaknesses of the Schweppes brand from a consumer point of view. Schweppes was under pressure from supermarket value brands on the one hand and a new set of more premium competitors in the core soft drink and mixer market on the other. At the same time the brand needed to understand how it could best respond to increasing consumer preferences for low-sugar and healthier drink options. The project involved a series of ten focus groups with consumers and a number of in-depth interviews which were conducted over a six week period. The outcome of the project was a detailed set of recommendations concerning the future direction of brand architecture, brand strategy, product development, identity and communication.