Opening the Gen-Z category.
Repositioned Lovello for first-time buyers and defined the youth ice-cream segment in Bangladesh.
Scope, role, and timeframe.
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.
first named category of its kind in Bangladesh
university partnerships
social impressions across the launch campaign
What transferred.
The principle that a category a legacy brand has written off can be reopened by reframing the buyer. The work informed later category entries at Daffodil and Betopia.
Where this work continues.
- 90-Day Growth Sprint — A scoped, measurable brand transformation in one quarter.
- Fractional CMO — Senior marketing leadership in the chair, without the full-time hire.