Case Studies

The number one coconut water brand in the US had done little to understand what truly was driving its success and what differentiated it versus its competition. We helped identify what truly differentiated the brand from other choices in consumers’ minds and hearts. The result was an ongoing relationship monitoring system that serves as the foundation for ongoing future strategic planning, benchmarking, and program evaluation.

A national snack food company was searching for a new “romance” with its convenience store consumer base. An in-depth analysis of the convenience store consumer and their snacking habits was conducted, followed by ideation sessions that leveraged those insights and resulted in several new products and a radical change in convenience store merchandising. The result was a convenience store strategy that was aligned with the consumers’ in store purchasing habits.

A national organic baby food wanted to connect more strongly with moms. It was essential for the brand to create a differentiated positioning within the crowded organic pouch baby food space. By conducting a robust audit of the brand’s strengths and weaknesses (Know Yourself) and a thorough analysis of the brand’s optimal consumer (Know Your Type), we led the development and assessment of a new positioning and brand essence that will be executed in 2014-15.

The leading US coconut water wanted to expand its presence into the healthy kids beverage space. We developed a thorough analysis of the kids beverage category, kids’ and moms’ needs states, and created a differentiated kids brand proposition, including brand positioning, and SKU, packaging, and price recommendations. The line extension has become a major player in the healthy kids beverage space with distribution across major grocery and mass merchandiser chains.

The leading premium bottled water in the US wanted to ensure that it was personifying the brand effectively through its spokesperson strategy. An analysis of existing and proposed celebrity spokespeople was conducted to determine which celebrities manifested the brand in the most compelling ways. We developed a recommendation for a strategic change in celebrity strategy for the brand which was implemented and resulted in strengthened brand image scores.