Low price, low excitement… high potential

Low priced or cheap is often perceived as inferior quality. It doesn’t matter the industry or context; this collective belief can easily become a major barrier to connecting with your ideal consumer.

That was the core challenge for one of our clients: a British multinational company specialized in sweets and confectionery. Their project focused on exploring opportunities within the “low spend” segment of the candy market.

The initial product concept, due to its very low price, didn’t spark much excitement among the target audience: teenagers. And reconnecting with a growing generation isn’t as easy as they become more aware of their surroundings, of what’s in and what’s not.

That’s why a low-cost offer can trigger rejection, as this group often associates higher prices with better quality.

While understanding this, we took a closer look at consumers with lower purchasing power—even at younger ages. It was at that anthropological observation where we found fertile ground.

We discovered that accessible products aren’t just about the price tag—they serve social and emotional purposes too. They’re easy to share, help persuade parents to complete the purchase, and are linked to everyday moments that don’t require a big budget—like leaving school and stopping by the corner store.

Based on these insights, we recommended rethinking the product concept. Rather than positioning it as a “mini version,” we reframed it as a tailored offering for a specific audience—highlighting its everyday value, its potential for flavor combinations, and its ability to create playful moments.

What this project needed was a strategic lens to turn commercial doubt into a clear opportunity for the brand. And yes, low price and low excitement can hide a high potential.