Problem
Following the acquisition, the initial priority was to analyze various aspects of the marketing mix to determine how to effectively reposition the brand for accelerated growth. The business team focused on updating brand positioning, packaging and label designs, and flavor profiles, particularly with an emphasis on alternative sweeteners. Given the critical importance of speed to market, the team required a solution that could shorten the development cycle while ensuring reliable results.
Solution
We employed a proprietary approach that combined quantitative and qualitative methodologies. This allowed the team to confidently assess the relative strengths and weaknesses of each brand positioning, and to identify which packaging and label designs most effectively supported the desired positioning.
Results
The analysis revealed unexpected insights into differentiating product benefits, leading to the identification of several potential product lines under the brand umbrella. As a result, the brand experienced a growth of 18% in the first year following the relaunch.
