Experience strategy & Management
Launching a new premium brand of Spanish Iberico ham, localized for China with a reimagined positioning and product concept to break category conventions and attract high-income Chinese consumers.
Based on the findings, MADJOR identified the key success factors and activation points required. We hence sorted out key communication touchpoints and crafted targeted content for brand-level communication, front-of-packaging communication, and extended product communication for Sigma, ensuring that the brand messaging is clear, consistent, and resonates with the potential audience in China.
Overall, MADJOR aims to provide Sigma with an innovative brand experience strategy that helps its new Iberico ham brand succeed in the competitive Chinese market.