Case Study
Created a Clear, Compliant Claims Playbook for a Complex Nutrition Benefit
The Client
A global FMCG snacking company wanted to define how it could communicate a functional product benefit in a way that felt meaningful to consumers while remaining fully compliant across international markets.
The Challenge
Existing category messaging had become generic, with brands relying on the same nutritional proof points and functional language, making it difficult to stand out while staying within regulatory boundaries.
The Results
- The project gave the client a practical messaging toolkit going beyond functional to emotionally meaningful claims, that could flex across brands, occasions and markets.
- Identified 4 future-focused culturally relevant territories for expressing product value through stories, claims and metaphorical language.
- The work also provided practical guardrails that enabled internal teams to develop confident claims across multiple brands without increasing regulatory risk, supporting future innovation and long-term portfolio growth.
Untapped Approach
Combined future-focused semiotics, cultural insight and claims landscaping to identify where the category was heading.
Mapped how brands across food, drink and adjacent categories communicated similar benefits without relying on explicit health claims.
Identified emerging emotional and cultural territories that offered stronger differentiation than traditional nutrition messaging.
Developed a claims framework that clearly separated what could be said, what could be implied through language and storytelling, and what should be avoided to reduce regulatory risk.
“The client saw significant value in going beyond functional claims with future-focused territories, offering rich emotional and visual or sensory cues to differentiate in market.”
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