Background & Business Objective

BACKGROUND ON SUNNYD:
While purchase behaviour continues to grow amongst the Hispanic and African American communities SunnyD is experiencing dramatic decline in sales amongst their core target of mass Moms.

Saatchi & Saatchi and SunnyD have agreed to move forward with Xploring in search of insights into our Mom based business, revealing a strategic positioning to increase frequency of purchase with current users.

By August 30th we want a workable OIIC (Objective, Issue, Insight, Creative Challenge)

OBJECTIVE FOR SUNNYD:
To increase frequency of purchase with current General Market SunnyD Moms by %20