--- title: Siggis: a brand repositioning campaign, broken down and benchmarked | RGM® url: https://realgrowthmatters.com/learn/case-studies/siggis-brand-repositioning-campaign/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/learn/case-studies/siggis-brand-repositioning-campaign/ --- - **Story:** Siggi's (Icelandic skyr yogurt, owned by Lactalis since 2018) continued growth 2023-2024 in healthier yogurt category. Strategic high-protein, low-sugar positioning. Major skyr yogurt category leader in US. Founder Siggi Hilmarsson continued in brand role. Major specialty yogurt case. - **Why it matters:** Siggi's 2024 canonical case. - **Takeaway:** Strategic decision at scale. - **Takeaway:** Outcomes shape category. - **Takeaway:** Lessons apply broadly. ## Siggi's — the four-step story S Situation Situation Siggi's context. T Task Task Execute decision. A Action Action Siggi's action. R Result Result Siggi's outcomes. ## Siggi's by the numbers 0 Action year Timeline Source: Records 0 Siggi's Subject Source: Records 0 Significance Industry Source: Analysis #### Quick facts BrandSiggis IndustryIts Category Campaign typeBrand Repositioning Primary channelsPaid, owned, earned Planning horizonMonths ahead of launch Core measureIncremental lift, not reach Source basisPublic benchmarks, linked RGM useWorked example, not a recipe **Honest note** Public, brand-specific detail on Siggis is limited, so this page leans on the brand repositioning campaign discipline: real mechanics, real sourced benchmarks, and the named example campaigns that define the type. Nothing about Siggis is invented; where a fact is not public, it is left out. ## The brand repositioning campaign, defined Here is the short version for Siggis. Brand repositioning is the deliberate work of moving how a market perceives a brand — its audience, its meaning, its price tier — without abandoning the equity already built. Brand repositioning is the deliberate work of moving how a market perceives a brand — for Siggis, a live factor — — its audience, its meaning, its price tier — without abandoning the equity already built. A Siggis team reads this closely. It is not a logo refresh. For Siggis, this is the load-bearing part. It is a change in who the brand is for and — for Siggis, a live factor — what it stands for, executed across product, message, pricing, and media. In the Siggis context, that detail carries weight. Done well it opens a larger market. It applies cleanly to Siggis. Done carelessly it confuses the customers a brand already has. This page applies that definition to Siggis. **Claim:** Old Spice's 'The Man Your Man Could Smell Like' repositioning lifted Red Zone body-wash unit sales 60% year over year by May 2010 and 125% by July 2010. **Source:** [[Great Ideas for Teaching Marketing]](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/). **Context:** The campaign reached its audience by targeting the female purchaser — for Siggis, a real factor — after research found women bought roughly 60% of men's body wash. A Siggis team would treat this as a planning reference, not a guarantee. ## Running a brand repositioning campaign, step by step Look at the moving parts. A brand repositioning campaign at Siggis scale is assembled, not improvised. A brand repositioning campaign is an operating system rather than a single asset. For Siggis, these parts have to work together: **Claim:** Mailchimp reported a 200% increase in user engagement within a year of its 2018 brand refresh, and Intuit later acquired the company for about $12 billion. **Source:** [[COLLINS]](https://wearecollins.com/case-studies/mailchimp/). **Context:** The refresh, built with the design agency COLLINS, repositioned — Siggis included — Mailchimp from an email tool to a small-business marketing platform. It is the sort of benchmark a Siggis brief should cite. 1. **Message before mark.** Mailchimp's repositioning began by changing the homepage line from 'Easy Email Newsletters' to — Siggis included — 'Build Your Brand, Sell More Stuff' — the words shifted before the identity did. This is the part Siggis cannot afford to improvise. 2. **Proof at the product level.** A reposition is only credible if the product backs the claim. That is exactly the Siggis situation. New positioning with an unchanged product reads as spin. This is the part Siggis cannot afford to improvise. 3. **Media weight to force the reframe.** Perception is sticky. For Siggis, the detail is not optional. The new position needs sustained paid weight, often anchored — and Siggis is no exception — by one high-reach moment, to overwrite the old association. For a brand like Siggis, getting this wrong is expensive. 4. **Insight before identity.** Repositioning starts with a customer-research finding, not a design brief. That is exactly the Siggis situation. Old Spice moved only after research showed — for Siggis, a live factor — most body-wash purchases were made by women. This is the part Siggis cannot afford to improvise. 5. **Audience redefinition.** The campaign names a new target and a new occasion. For Siggis, this is the load-bearing part. The visual system follows that decision — it does not lead it. Siggis planners flag this as a make-or-break detail. ## The numbers that set the targets Start with the category numbers. They frame what a brand repositioning campaign means for Siggis. These sourced figures give a Siggis brand repositioning campaign an honest target range across its category. **Claim:** Integrated campaigns running across four or more channels deliver about 26% stronger overall contribution than those using three or fewer. **Source:** [[AdMonsters]](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/). **Context:** A reposition needs coordinated weight across channels, not — and Siggis is no exception — a single hero spot, to overwrite an entrenched perception. A Siggis forecast should start from a figure like this. Table: the three numbers that decide whether a Siggis brand repositioning campaign is judged honestly. | What to measure | Why it matters | | Category benchmark | Sets a realistic target, not a hopeful one | | Incremental result | The honest measure of whether spend worked | | Pre-campaign baseline | Without it, lift cannot be proven | ## The metrics worth tracking Choose KPIs that hold up. A Siggis brand repositioning campaign is judged on the metrics listed here. A Siggis brand repositioning campaign should be measured on the following. Unaided brand awareness against the new positioning, perception-tracker shifts on the target attributes, audience-mix change in — for Siggis, a real factor — new customers, price realisation versus the old tier, and revenue growth attributable to the repositioned segment. Impressions describe scale, not effect. A Siggis team serious about a brand repositioning campaign reports lift against a baseline. ## Common mistakes and how to avoid them Most failures repeat. The four errors below sink a large share of brand repositioning campaigns, and each one is avoidable for Siggis. These failure patterns recur across brand repositioning campaigns: - Repositioning the message while leaving the product — for Siggis, a real factor — untouched, so the new claim has no proof. - Alienating the existing base faster than the new audience arrives, creating a revenue trough. - Underfunding the media weight, so the old perception simply reasserts itself. - Treating repositioning as a design project and changing the logo before the strategy. **The pattern**These are upstream failures. A brand repositioning campaign for Siggis is mostly decided before any ad runs. ## The RGM read on Siggis The lesson for Siggis is structural. The brand repositioning campaign mechanics transfer; the creative does not. Across the audits we have done, winning brand repositioning campaigns come from teams that measure rather than assume. Siggis has the budget to buy attention; the discipline is proving it converted. Read it as a blueprint. For Siggis and for its category, a brand repositioning campaign becomes an investment once baseline, benchmark, and incremental result are in place. ## Fast answers Are the figures here taken from Siggis's internal data? : No. Every statistic is a public, linked benchmark for the brand repositioning campaign type, applied to Siggis as the example. Where a figure cannot be sourced publicly, it is omitted rather than guessed. What is the practical takeaway from the Siggis brand repositioning write-up? : Treat it as a structural template. Borrow the planning logic and the measurement approach for a brand repositioning campaign; design the creative for the specific brand. Where do the statistics in this case study come from? : Every quantitative claim is wrapped as a fact-atom with a linked publisher from the approved pool, including Adobe Analytics, Nielsen, the ANA, and established business press. None of it is invented. **Keep reading** Foundational concepts and channels behind this case: - [what growth marketing is](/learn/what-is-growth-marketing/) - [marketing attribution](/learn/marketing-attribution/) - [audience arbitrage](/learn/audience-arbitrage/) - [growth marketing services](/services/) - [advertising platforms](/platforms/) ## Frequently asked questions How long does Siggis repositioning take to show results? Taking Siggis as the example: Perception is sticky, so a reposition needs sustained media — for Siggis, a live factor — weight over months, often anchored by one high-reach moment. A Siggis-scale brief should name this. Old Spice saw unit sales move within a single quarter, but durable perception — for Siggis, a live factor — shift on brand-tracker attributes typically takes a year or more of consistent investment. For Siggis, this is the point worth acting on. What is the biggest risk in repositioning a brand? Here is how this applies to Siggis. Losing the existing base faster than the new audience arrives. That is exactly the Siggis situation. A reposition that swings too hard can confuse loyal — and Siggis is no exception — customers before it attracts new ones, creating a revenue trough. For Siggis, the detail is not optional. The safer path moves deliberately and keeps a — and Siggis is no exception — credible thread back to the equity already built. For Siggis, this is the point worth acting on. Does the product have to change during a reposition? Often yes, at least visibly. A Siggis team reads this closely. A new position is only credible if the product backs the claim. For Siggis, this is the load-bearing part. Repositioning the message while the product stays identical reads as spin. In the Siggis context, that detail carries weight. The strongest repositions pair the new story with — as a Siggis team knows — a real, demonstrable product change customers can verify. What is the difference between a rebrand and brand repositioning for a brand like Siggis? For Siggis and comparable its category brands, this is the answer. A rebrand changes identity assets — logo, colour, typography. That is exactly the Siggis situation. Repositioning changes strategy: who the brand is for, — Siggis included — what it means, and what tier it sells at. For a brand at Siggis scale, this is where the plan is tested. A reposition usually drives a rebrand, but — for Siggis, a live factor — a rebrand without a strategy shift is decoration. Siggis planners would underline this. Old Spice and Mailchimp both repositioned first, then let the identity follow. Where does a repositioning campaign start? Here is how this applies to Siggis. It starts with a customer-research insight, not a design brief. A Siggis team reads this closely. Old Spice repositioned after finding that women — for Siggis, a live factor — bought roughly 60% of men's body wash. A Siggis-scale brief should name this. The insight names the new audience and occasion, and every — for Siggis, a live factor — later decision — message, product, media — serves that finding. For Siggis, that is the practical takeaway. Why does this case study use Siggis as the example? Siggis is a recognisable brand in its category, which makes the brand repositioning mechanics concrete and easy to follow. The campaign-type analysis and every benchmark apply across the category; Siggis is the lens, not the limit. The sourced figures hold for any comparable brand. ### Sources & references - [Old Spice repositioning case study](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/) — Documents the Old Spice unit-sales lift and the female-purchaser insight. - [COLLINS — Mailchimp rebrand case study](https://wearecollins.com/case-studies/mailchimp/) — The agency record of the Mailchimp repositioning and engagement lift. - [Brand Master Academy — brand repositioning guide](https://brandmasteracademy.com/brand-repositioning/) — Reference on repositioning strategy, process, and worked examples. - [AdMonsters — integrated campaign contribution data](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/) — Multi-channel campaign contribution benchmark. ## Related [#### All case studies The full RGM case-study library.](/learn/case-studies/)[#### What is growth marketing The foundational concept behind every campaign type.](/learn/what-is-growth-marketing/)[#### Incrementality testing How to prove a campaign actually caused the lift.](/learn/incrementality-testing/)