King Koil has been known for its products’ health benefits for years. It’s a great deal, but the market has grown, and now King Koil has to appeal to the younger generations with different preferences. Dreambox took the challenge. Our survey showed that customers of King Koil stayed loyal because of the prestigiousness of King Koil rather than health benefits. With this newfound data, Dreambox moved King Koil’s practical use to emotional benefits—in which we turn King Koil’s customers into kings, as the saying goes. Through strategic branding and an annual campaign, Dreambox channels the message, and the audiences love the advertisement.
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