We’re often invited into projects where brands face a tough combo:
People deeply care about the product
But they don’t want to (or can’t) spend more on it
Think pet food, baby care, everyday health, even snacks. These are categories where love and loyalty run high—but budgets don’t. And staying relevant without raising prices? That’s the real challenge.
Here’s What We’ve Learned Works
1. Get Closer, Not Louder
When people are overwhelmed, shouting doesn’t help. Most brands respond to pressure by adding more claims or throwing money at visibility. But real impact starts by getting closer to what your users actually do, feel, and need. Watch, listen, ask. Then build from there.
2. Make Loyalty Emotional and Useful
Discounts fade. Points get ignored. But if you can reward people in ways that feel personal, helpful, or meaningful—without complicating their day—you’re not just building loyalty. You’re building attachment. And that sticks longer than any promo.
3. Rethink the Routine Sometimes growth isn’t in a new product. It’s in how the product fits into someone’s day. Is it easier? More flexible? Does it feel like something they’d actually want to use (or serve, or share) every day? If not, there’s your gap.
4. Build With, Not For You don’t need to guess what people want—they’ll tell you. But only if you bring them in early, often, and in ways that respect their reality. Use fast prototypes. Share drafts. Test in the wild. The best ideas don’t come out of a black box—they come out of the room you build together.
Where to Start
Don’t aim for the biggest idea. Aim for the most relevant one.
Start small. Test fast. Build what matters to the people who matter.
And remember: in categories full of emotion and pressure, it’s not about saying more. It’s about meaning more.
