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
Logo
Drops of liquid repeat, creating a grape bunch and a visual connection to balsamic vinegar’s fruit of origin. The V-shaped formation has the feel of rising bubbles, giving the buyer visual cues that the beverage is sparkling.
Color Palette

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.

Social
We write and post social media on Facebook, LinkedIn, Twitter and Instagram, but most often on Facebook, where OIGA’s audience has nearly tripled since 2015. We create graphics, write copy, create events and help manage responses.

Founder Story

V2O was created by an interesting person with her own unique story, one that is important to share. We wanted audiences to get to know the brains behind the bubbles. We established creative direction for photography and crafted an authentic, approachable encapsulation of who Maggie is and what she’s about.
Everything S Design did, from big-picture thinking to buttoning up the tiniest details on our package design, was about opening doors and helping our product stand out to buyers, both wholesale and retail. The team Sarah put together included videographers, writers, designers and high-level strategists and they worked seamlessly with my internal team. It was flawless!
Maggie Peterson, V2O
508,509 (RNL)
social media impressions
10,529
blog views

Results

First 90 days of the social media and digital marketing campaign

  • 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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