While the existing Yum Yum brand was still doing well in the market, grey imports aimed at the younger demographic in Myanmar were eroding market share as the younger market moved away from mass-market positioned products which were consumed by an older audience. This was indicative of the opening up of Myanmar's economy and a cultural shift away from more traditional values.
At the beginning there was an initial emphasis on the product, however LIQUID took the initiative to focus on creating a brand, not just designing new packaging; by executing market research, we began to create a compelling story and brand strategy that would appeal to the target audience. Using a rebellious positioning and identity inspired by widely-read comics and 'K-rock' influences, LIQUID created a market-leading brand which developed significant market share within just a few months of launch.