Doria Doré

Doria is a long-established brand in the bakery and patisserie industry and has for years been one of the leading brands in the sandwich biscuit sector with its Doricrem range. Qreactive’s mission has been to re-launch this particularly well-known product, recreating its identity and changing its position from follower to that of market leader.

Regular consumers have always considered Doricrem biscuits to be traditional biscuits you can trust: wholesome biscuits prepared using natural ingredients with all the goodness of those that have been baked at home.
This very simplicity has been the key to a modern, original and playful re-imagining of the product: from its new name, Doré, to its fresh and up-to-date design.

To plan the repositioning strategy for Doricrem our starting point was to define consumer trends in the biscuit market in order to then analyse the specific target audience in the sandwich biscuit sector and finally to identify the drivers that influence people to purchase the product.
The research showed that in this category people are mainly attracted to a tasty product which doesn’t make them feel too guilty: indulging yourself, but…not too much!