Identified a +23% brand affinity uplift through repositioned messaging, reversing a 2-year market share decline.

A top-5 global beverage company needed to understand why their flagship brand was losing share in 12 key markets despite increased media spend.

GlobalBev Co. partnered with globainsight to diagnose the root cause of their declining market share. Through a combination of brand tracking, consumer segmentation, and competitive benchmarking across 12 markets, we identified that their core consumer segment had shifted their values toward sustainability and authenticity - while the brand's messaging had remained focused on refreshment and fun. By repositioning the brand around sustainable sourcing and community impact, the company achieved a 23% uplift in brand affinity within 6 months, a 14% increase in purchase intent, and reversed a 2-year market share decline. The new positioning was subsequently rolled out across 40+ additional markets.