Pokon is one of the oldest plant fertiliser brands in the world. However, due to the emphasis on functional product development, Pokon was not a very emotionally charged brand and had lost connection with consumers.
We prioritised customer needs and cast Pokon in the role of expert and motivator in the nurturing of plants and flowers.
Our starting point was to focus on target subgroups with their own needs, preferences and motivations. We approached each group based on the DIY principle, emphasising the emotional promise of the brand: go green.
Pokon is growing within all segments in a stable market.
Retailers following the DIY principle perform 20% better on average.
*in the year after the relaunch