Diana’s frozen chocolate-covered bananas are delicious on a spiritual level. But with an aging customer base that is sensitive to price, the brand needed to dig deep into emotion and the psychology of snacking to grow engagement with younger families.
— What We Did
Through quantitative and qualitative research, Governess identified a strong, future-forward strategic platform for the Diana’s brand.
At the core of this strategy was a controversial idea: transition Diana’s from a banana company to one that believes in chocolate that’s good on the inside. By defining Diana’s growth consumer target and pivoting the brand and GTM strategy, Governess also dreamed up a deliciously relatable brand voice, revitalized packaging, and created a brand awareness creative campaign targeted to mom and her snack-hangry kids.
— Project Partners
GTM Strategy: Goldilocks
MRI Simmons Segmentation: Paragraph Project
Social: Sircle Media
— Credit
Original brand and packaging by Interact
The Governess research and brand strategy work put Diana’s in a more consumer-informed place to position the brand in retail. We updated packaging after its 2023 redesign to optimize communication hierarchy and educate the new target audience while telling an emotive brand story.
