Sigma is a global food company with a strong diversified portfolio of well-positioned brands. The company is preparing to introduce a premium brand of Iberian dry ham to its portfolio, strategically targeting affluent millennials in China. This endeavor underscores the necessity for innovative product strategies to cater to the preferences of this discerning demographic.

MADJOR is committed to empowering Sigma with a comprehensive brand and product innovation strategy, covering consumer testing and product design, to help captivate the Chinese market. At the core of our innovative brand experience solutions lies a thorough understanding of the target consumer. We conduct extensive consumer research to help Sigma gain deep insights into consumers' usage patterns, attitudes, and tensions towards the Iberico ham category.

Based on the findings, MADJOR identified the key success factors and activation points required. We hence sorted out key communication touchpoints and crafted targeted content for brand-level communication, front-of-packaging communication, and extended product communication for Sigma, ensuring that the brand messaging is clear, consistent, and resonates with the potential audience in China.

Overall, MADJOR aims to provide Sigma with an innovative brand experience strategy that helps its new Iberico ham brand succeed in the competitive Chinese market.

Chunyue is a packaged drinking water and flavored drinks brand under the Coca-Cola Company. According to the latest data, bottled water is the largest commercial beverage category by volume, estimated to pass the 300 billion mark by 2025. The market potential has attracted many existing and emerging brands such as Genki Forest to enter the competition. In today's fierce bottled water market, Chunyue is eager to clearly differentiate itself from its rivals.

In response to Chunyue’s demand for brand differentiation, MADJOR and the Labbrand design team worked together to help Chunyue launch the "City Walk" creative communication campaign linked to 29 Chinese cities, refreshing Chunyue’s packaging design (nicknamed “走走瓶 The Walkie Bottle”) and activating an online exploration for the selected cities.

MADJOR team created localized narratives with city, people, and water in mind, and leveraged ethnocultural research to decode the qualities of 29 Chinese cities including Beijing, Shanghai, Guangzhou and Haikou, identifying the distinct essence & elements of each city and integrating them into the Chunyue bottle packaging design. From "flavorsome" of Guangzhou to "welcoming" of Shanghai and from the authentic culture of Beijing's hutongs to the daily food of individual cities, we bring to life the vibe of 29 cities through an interactive H5 campaign, accessed by scanning the QR code on the packaging of Chunyue. The interactive campaign aims to encourage everyone to step out of their homes to rediscover their cities’ unique beauty, which even brings an engaging digital experience to bottled water consumers with low brand loyalty and ensures Chunyue's brand personality shines through in the marketplace.

The "City Walk" campaign has generated massive brand awareness through diverse touchpoints including digital ads, outdoor ads, and urban cycling activities, resulting in increased consumer engagement and a significant enhancement of Chunyue's overall brand experience.

Petit Bateau is a French fashion house of quality clothing and underwear for children that dates back to 1893. The brand is known for its timeless french designs, comfortable materials and fine craftsmanship, making it the most beloved kidswear brand by generations of French families.

With a presence in more than 50 countries worldwide, this iconic French brand, therefore, faces various challenges – in particular in effectively conveying its brand message in a vibrant global landscape characterized by cultural intricacies and diversities. In this dynamic environment, Petit Bateau must find innovative ways to communicate its values, maintain brand loyalty, and capture the hearts of new generations across cultures.

As Petit Bateau steps up its expansion in China, MADJOR is commissioned to advise Petit Bateau on a localized brand strategy in the China market, with the localization of its current brand platform and brand messaging, as well as a communication plan on various touchpoints.
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MADJOR believes in the power of telling a unique story that builds genuine human connection. Based on a deep understanding of the China market, we set out to identify Petit Bateau’s distinctive selling points that resonate with Chinese consumers and amplify them via a localized brand story and key messages that can be applied to all social media and e-commerce platforms, aided by a series of creative marketing campaigns.

With the goal of increasing Petit Bateau’s local presence and establishing the brand as a top-class kidswear label in the Chinese market, MADJOR also dived into consumer insights and best practices, while conducting interviews with key stakeholders and an extensive competitor audit to back our action with solid data analysis.

Furthermore, MADJOR has executed a crafted series of creative themed campaigns for Petit Bateau. Through a seamless integration of various strategic methods, including concept development, event planning, targeted content communication across social media platforms, KOL (Key Opinion Leader) strategy, media placement approach, and PR strategy, MADJOR has adeptly connected with the brand's core consumer base. This multifaceted approach not only successfully achieved the brand's phased objectives but also progressively heightened brand visibility and fostered a highly favorable reputation.

By tailoring messaging, visuals, and campaigns to align with Chinese consumer sentiments, Petit Bateau was able to forge a stronger emotional bond with its target audience. This approach not only enhanced brand engagement but also cultivated a sense of familiarity and resonance, allowing Petit Bateau to establish itself as a cherished and relatable brand among Chinese consumers.