In the last years Ovo has extended its sweet snacking range. NPDs have been successfully launched, some with focus rather on health benefits, mostly however focusing on indulgence, creating probably a stretch in brand perception. Especially for 'health', but also for 'energy', consumers understanding of the brand benefits is changing. The Ovo marketing team had asked us, based on a series of consumer labs, to create a distinctive harmonised positioning narrative for Switzerland and Germany that refers to the unique brand character and perfectly frames the future direction for the brand in both markets. Our key recos now got weaven into the brand plans.