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Brand Repositioning

Project Overview: Conducted significant brand positioning overhaul to address loss of brand awareness, and loss of consumer relevance. 

Project Outcome: Key deliverables included:

  • Overhaul and redesign of brand identity

  • Review and revision of consumer target and key occasion opportunities

  • Creation of portfolio strategy and innovation pipeline

  • Redesign of PR strategy, in-store promotions, digital programs and media plan

Work resulted in significant gains in awareness (7%) and trial (5%) with trendsetter consumers and creation of two line extensions leveraging trademark to capture share in high volume premium categories.