CDO Case Study
The Challenge
CDO Foodsphere is a major Filipino food company that manufactures and distributes a wide selection of food products under popular brands such as CDO, Bibbo, Holiday, San Marino, Highlands and Danes.
As the company was preparing to celebrate its 45th anniversary, they sought to update and more firmly define its corporate identity, in order to ensure it endures.
The Approach
The Result
In Numbers
500
TEAM GENERATED IDEAS
8
TERRITORIES OF OPPORTUNITY
6
INCUBATION SILOS
105
BRAND INITIATIVES
Together, we expressed a highly motivating CDO mission, and executed the action plans for positioning, visual identity, new products & labels, corporate & social news, employee values roadshows, etc.
​
Having set this firm foundation, in the following year Fillipino consumers voted CDO as its top 14th brand in the 2021 Asia's Top 1000 Brands Survey, from #369 in 2020.
​
Congratulations!
Flying Fish Lab's unique approach helped the CDO team redefine CDO's Masterbrand proposition to ensure it stayed meaningful and relevant as we approached our 45th anniversary.
​
The Flying Fish Lab team really held our hands throughout this journey, as it was a big undertaking for a 45-year-old company to reinvent itself. It was a new experience for all of us, and their guidance and encouragement through the process was a big boost to our confidence that we were on the right path.
I highly recommend Flying Fish Lab to help you disrupt your brand positioning.
Theresa C. Chong
VP - Marketing
CDO Foodsphere
