Portfolio strategy and creation in a competitive market

An Apple A Day has worked for years on the strategy, positioning and full creation for a brand portfolio in a crowded market, from introduction to repositioning. A long‑term collaboration in which strategy and execution evolve together.

The challenge

Multiple products within one brand require more than a separate strategy per product. Each must stand strong on its own, while fitting logically alongside the others without competing for the same space. The market is crowded and competitive, with many players and frequent new entrants. At introduction, the focus is on awareness and establishing positioning, while the arrival of new competitors demands sharp repositioning. The task was to maintain a clear and consistent story over the years that moves with the market.

The approach

We have worked on these brands for years, from the first positioning to ongoing refinement. It starts with strategy: what each product stands for, which audience it speaks to, and how the products relate to one another. That internal positioning is crucial. By giving each product its own clear place, they strengthen each other instead of competing for the same attention.

In a competitive market, differentiation is everything. New competitors force you to continually sharpen why a product is the right choice. We keep the positioning alive and adjust where the market shifts, so the story always matches the landscape of the moment.

A key part was translating the international concept to the Dutch market. We added a playful, engaging layer that fits the Dutch audience while staying aligned with the international brand line. This keeps global recognisability intact, but makes the local version truly resonate.

From that strategy, we develop the full creation: from ads to scientific expert interviews, from congress stand to the complete set of materials around it. All from the same core, so every asset contributes to a consistent and recognisable whole.

The result

A long‑term collaboration, now more than two and a half years, in which strategy and creation go hand in hand. Products that each stand strong and reinforce one another, with positioning that moves with a competitive market and a creative translation that resonates locally. And perhaps the best proof: a collaboration that continues with pleasure and mutual trust.