Scope, role, and timeframe.
ClientAkij Foods · Lovello Ice Cream
SectorFMCG
Timeframe2016 — 2018
ScopeFMCG · youth segment, nationwide
RoleSenior Brand Manager
OutcomeThe youth segment became a measurable, named category inside Akij Foods' portfolio.
The situation.
Lovello was the legacy ice-cream brand inside Akij Foods — known, respected, but losing relevance to younger buyers. The legacy brands had written off the youth segment as a category the company could not win.
The decision.
Reopen the youth segment as a category in its own right. The decision was to build a brand for first-time buyers rather than defend Lovello for existing customers — a deliberately different brief than the parent team had been running.
The execution.
- Stood up a campus ambassador network across twenty-two universities
- Shipped a digital-first creative platform built around student creators
- Repriced and repackaged the SKU range for first-time-buyer occasions
What the work produced.
DefinedYouth segment
first named category of its kind in Bangladesh
22Campus ambassadors
university partnerships
1.2M+Audience reach
social impressions across the launch campaign