Restaging a brand post acquisition.
Brand acquisition occurred with aspirations of utilizing its distribution channels to grow a small, start-up tea brand. A first step, post acquisition, was understanding multiple elements of the marketing mix in order to determine how to best restate the brand for accelerated growth.
The business team had specific interest in updating brand positionings, packaging/label designs, and flavor profiles (with particular focus on alternative sweeteners).
Because speed to market was so critical, the team needed a solution that compressed the cycle time but still provided confidence in the results.
Research America's proprietary blended quant-qual methodology was deployed. This approach allowed the team to confidently understand the relative strengths and weaknesses of each positioning, and which packaging/label designs best delivered against that positioning.
Unexpected learning surrounding differentiating product benefits identified several potential product lines within the brand umbrella. As a result, the labeling was refreshed to retain core brand cues but unique imagery and namingthat identified differences in the product lines. Brand growth of +18% was realized in the first year post-launch of the repositioned brand.