BACKGROUND

Our client was incredibly popular in the Caribbean, but in the US, the brand had limited awareness and distribution. With a new distribution partner and innovation pipeline, the brand's ownership had big aspirations for expansion in the U.S.

To succeed in the increasingly crowded U.S. coffee category and expand distribution into mainstream retailers, the brand needed to identify its Growth Consumer and have a clear, actionable strategy to win them over.

APPROACH

• Conducted an “Attitudes, Awareness and Usage” study and digital ethnographies that established a foundational understanding of the coffee consumer market within the brand’s geographic focus

• Uncovered a need amongst consumers and white space in the market that leveraged the brand's story and differentiated its product profile vs. its leading competitor

• Identified 5 shifts in go-to-market strategy that would improve traction in the U.S. market

DELIVERABLES

• Consumer Manifesto that defined the Target Consumer

• New brand positioning and brand pyramid that integrated the brand's source of differentiation with the Growth Consumer

• Recommendations on product mix, pricing considerations, packaging design changes and channel focus

RESULTS

• Recommendations accepted at the CEO level and were implemented

• Invited to extend our strategy and insights partnership into year two