Bel

Bel
Trigger cheese consumption in China

The Challenge
Very few Chinese people eat cheese. The taste referential is not yet set up, and the habit not established. As a pioneer, Bel La Vache Qui Rit wanted to better understand market dynamics to identify the right way to promote its cheese in China. In turn, this would help the brand to appropriately develop its offerings and packaging.

 

Our Brand Idea
Between education and inspiration, Bel La Vache Qui Rit has been defined as a healthy cube snack. Its French origin and milk composition demonstrate the healthfulness of its products. Its unique cube shape and surprising variety of flavors create the excitement of sharing moments.

 

The Result
Bel La Vache Qui Rit market shares benefitted from a 30.8% increase in cheese consumption from 2009 until 2014.

Packaging Design Retail Consumer Research Brand Positioning Activation Guidelines
 
Trigger cheese consumption in China
Trigger cheese consumption in China