This family-owned brand needed a clearer understanding of attitudes, awareness, and usage of its brand, especially among its heavy users. They also needed a better understanding of the category, to identify their true competitors, in order to compare strengths and weaknesses.
Gained deeper understanding of the brand’s consumer.
Brand position did not resonate, but value equation was right.
The brand updated its packaging to a more mainstream look and focused efforts to drive key SKUs toward the most loyal customers’ needs. The marketing strategy was altered and a social media strategy was added. As a result, the brand’s sales grew 21% in a 1.5% growth category (52 wks).