With 4 brand positioning projects in 5 years, it was time to define (once and for all) what ManiLife really stood for; thinking not just about how it looks, but how it guides everything from NPD to hiring.
THE BIG thinking
Rather than play into the expected naturality or nostalgia codes of the category, we connected the brand’s core strength (deliciousness) with a cultural phenomenon (the foodie) to develop a relevant and actionable brand positioning.