Hellmann’s is a mayonnaise brand. It sells a lot of mayonnaise – over a billion Euros per year around the world– but when we started working on the brand, it faced two issues. Mayonnaise, in many countries, is challenged because it goes against a concern for health. In addition, it is largely a commoditized category. Is one mayonnaise different from any other? As a result, the brand was losing share to private labels and defended itself by defending its nutrition credentials. To help the brand, we needed to change scope. We needed to think broader than the category and understand where the brand really fitted in the lives of the people who bought it.