Creating a unique reason for being.

Differentiate: Brand Repositioning

Industry: Consumer Products

What's the situation?

  • New brand needed compelling brand positioning to inform brand portfolio decisions and guide retailer sell-in
  • Wild Ophelia was a less-expensive, uniquely American brand that features all-natural and often organic ingredients sourced from small farms and food artisans to tell an American story
  • In anticipation of expanded distribution, client needed fact-based data/insights into the consumer/shopper, premium chocolate category, and competitive differences

What's our approach?

  • Quick-turn project (approximately 5 weeks)
  • Qualitative – on-line focus groups
  • Quantitative survey, including Van Westendorp pricing analysis, helped with foundational understanding of the super-premium/premium chocolate category, consumer, channels and competitors
  • In-store audits

Show your work: the results

  • Gained a proprietary understanding of consumer/shopper need states, purchase and brand decision dynamics, competitive landscape, volumetrics, price sensitivity and channel drivers
  • Recommended consumer persona, positioning statement, implications and considerations for expanded distribution/retailer discussions including role of Wild Ophelia, pricing and packaging considerations
  • Elevated nature and success of retailer conversations and gained distribution with leading mass and drug store chains
  • Hired new Exec Sales to penetrate new accounts