I worked on the revitalization of a declining product line, transforming it into a highly sought-after snack through a strategic rebranding campaign and engaging visual design.
Creative Lead
Consumer Packed Goods (CPG)
Nov 2022 – Feb 2023
Overview
The sales for The Golden Duck’s Tom Yum Lotus Root base were declining, and it struggled to connect with the other seaweed tempura-based products. My team and I were tasked with streamlining the product range, repositioning Fish Skin Salted Egg as the hero product while refreshing Tom Yum Goong to appeal to a broader international audience.
Result
The reintroduction of Tom Yum Goong saw great success, particularly in Singapore, leading to high restock orders from local grocers. The campaign’s humor-driven visuals resonated well with consumers, while the updated social media strategy boosted engagement. Additionally, the seamless phase-out of the lotus root stock and effective handling of customer inquiries contributed to the overall success of the product relaunch.
Highlights
The relaunch of Tom Yum Goong was marked by several key achievements. We successfully revitalized the product line with new packaging and an engaging campaign, while phasing out the previous lotus root product without disrupting customer satisfaction. The campaign’s humor-driven approach on social media resonated with consumers, leading to increased engagement and strong brand presence. High restock orders from local grocers further demonstrated the market’s positive response to the refreshed product offering.
Context
Tom Yum Lotus Root base was facing declining sales, and there was a disconnect between this product and The Golden Duck’s seaweed tempura-based range. To address this, the decision was made to shift focus, positioning Fish Skin Salted Egg as the hero product, with Tom Yum Goong receiving a much-needed refresh to attract a larger international market.
Problem
Sales for the Tom Yum Lotus Root base were dropping, and it was not aligning with the success of other product ranges. There was an urgent need to revitalize the product offering and refresh Tom Yum Goong to ensure it resonated with a wider audience while phasing out the lotus root stock.
Design Process
We began with thorough market research to understand consumer preferences and industry trends, both locally and internationally. This insight guided the development of new packaging that aligned with the refreshed brand image and resonated with global tastes. Collaborating closely with the Brand Manager, Sales and R&D teams, I helped create a visually engaging, humor-driven campaign that modernized Tom Yum Goong’s image while preserving its cultural roots.
To ensure the campaign’s success, my team and I developed a comprehensive strategy, starting with a clear understanding of the overarching objectives. We crafted a campaign focused on storytelling, aiming to smoothly transition from phasing out the lotus root product to introducing the seaweed tempura range. This approach allowed us to engage the audience with a narrative that connected the evolution of the product line, ensuring a seamless shift in focus while maintaining brand continuity.
We developed new packaging that reflected the refreshed brand identity, designed to captivate both local and international audiences. The updated look ensured consistency across all touchpoints, from trade displays to social media, reinforcing the product’s appeal and enhancing its recognition in diverse markets.
FINAL DESIGN
We phased out the lotus root product while reintroducing Tom Yum Goong Seaweed Tempura with updated packaging and a bold new campaign. The campaign’s visuals were designed to stand out on social media and trade channels, creating a cohesive and engaging product launch. The updated social media strategy, emphasizing humour and relatable content, reinforced the product’s relevance to the target audience.
Learning outcome
This project highlighted the importance of close collaboration between marketing, sales, and customer support teams. Understanding consumer behaviour and trends through market research played a crucial role in shaping the campaign’s success. Additionally, adapting social media strategies to align with the brand’s new direction proved to be an essential factor in engaging the audience and achieving a successful relaunch.
