The brief from a global dairy brand with its own nutrition labs was to understand how conventional wisdom on fiber lands differently from one market to the next, and how to talk about it in each.
Work
Work
The Cultural Council I designed and led brought together ten voices with nutrition expertise across three markets, from distinguished professors with labs named after them to lab scientists, doctors, nutritionists and the specialists who write hospital meal plans.
Over four weeks of briefings and online sessions run as interactive expert interviews, I drew on two sides of each member: the professional expertise that showed what the science recommends, and the everyday view from markets where kids get food ideas from TikTok and patients get advice from ChatGPT. Together we mapped the stories each market tells about longevity and aging, women's health and children's health, and how much faith each places in public health messaging, down to whether fiber belongs in a whole meal or a supplement.
Everyone wants to be healthy, but each culture ranks its health goals differently. Mapping those differences helped the team set its messaging priorities for the year ahead, as new products roll out.