Case Study TEMPLATE 2
Industry: Retail, Food & Beverage
Services: Research, Brand Strategy and Positioning, Brand Assessment, Brand Standards, Creative Services, Signage, Media Relations, Marketing and Brand Building consulting, Photography and Video Asset Creation, E-news, Social Media Writing and Content, Digital Marketing
Creating a Disruptive Category
Maggie Peterson, founder of V2O created a unique beverage to compete in the functional beverage category. Her goal was to be first to market in a competitive space.
The client’s objectives:
- Create a new disruptive category
- Be first to market
- Stand out on shelf
- Compelling message to retail buyers and consumers
- Own the category
In developing signature patterns for OIGA, the team used a palette made up of colors pulled from the tribal seals of each OIGA tribal member. These geometric patterns pay homage to traditional tribal patterns but are not literal.
Getting Clarity on Which Category to Position V2O
We began with a visioning exercise for the leadership team and took them through our brand positioning process including – product testing and refinement, creating the logo design and design standards, choosing bottles, designing labels, carriers and shipping boxes.
Testing with retail buyers showed lack of clarity where to position this product in store, confirming its uniqueness. It was decided that V2O would be positioned within the sparkling water category as an enhanced sparkling water.
We then went to work on all touch points of the buyer and customer journey creating brochures, a presentation deck for prospective buyers, product videos, website, in-store merchandising materials, media release, email templates and even vehicle design. We also did a social media strategy starting with existing photography.
- Established brand presence through various channels
- YouTube video: 539,000 views 50% of viewers watched all the way through
- 508,589 social media impressions
- Instagram: 464 followers to 2,689
- Facebook 5,371 page engagements
- Blog: 10,529 views
Special thanks to Riversport Foundation and Georgia Read, photographer for contributing beautiful photography to this case study.
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