Understanding your consumer is everything: How a disruptor is positioning to win

Room 3 | 9:45 am - 10:15 am | Wednesday, July 19, 2023

My/Mochi is a delicious, multi-textural sensation of cool, creamy premium ice cream wrapped in a sweet, pillowy rice dough. More importantly, this challenger brand is quickly capturing share in the fast-growing frozen treats category as a new handheld sensation in guilt-free snacking.

My/Mochi wanted to accelerate the Mochi Moment and expand the brand to new directions. Working with buzzback, the My/Mochi team embarked on a holistic journey to gain the foundational learning to guide their growth strategy. By empathizing with the consumer, rethinking the category My/Mochi was able to maximize their innovation, brand and communications strategy to set the stage for accelerated growth.

In this session, buzzback and My Mochi will share highlights from:

• Its Blended Research^TM exploratory and how it shaped category opportunities and ways to position versus the competition.
• A social listening layer to provide additional context to the ‘discussion’ and ‘vibe’ of frozen desserts and how My/Mochi could further build its social presence.
• Qualitative dive to dig deeper into the Mochi Moments, and the next generation of My/Mochi guilt-free indulgent treats and the My/Mochi consumer.

Come learn how My/Mochi collaborated with buzzback to uncover what’s driving its core consumer behavior and new, emerging techniques to uncover brand and product opportunities.

And enjoy a My/Mochi moment on us!