SCOPE
Global brand idea
Challenge
Gallo is a brand more than a century old, present in Portugal, Brazil and several international markets. As the brand evolved, it was looking for one central idea: emotional, distinctive and true to its heritage, able to bring teams and markets together around the same vision.
Process
We started by listening to the team at an internal meeting, to understand how the brand is lived from the inside. This was followed by a day-and-a-half workshop with participants from different functions and countries, working in cross-functional and multi-regional groups. The exercises covered brand personification, territory prioritisation, idea cross-pollination, voting and innovation exploration.
Results
A brand idea chosen by the team itself, with participants from several markets.
A brand personality and priority territories shared by everyone.
A creative brief and a set of innovation ideas already assessed for potential and feasibility.
