BACKGROUND

DeeBee's Organics had achieved mainstream success in Canada with its ready-to-freeze fruit pops, and its U.S. business was growing. However, the brand faced stiff competition from brands with similar product profiles. The growth and innovation strategy needed focus, and the brand needed to better highlight the founder's vision for championing inclusivity.

APPROACH

• Mined existing consumer data and conducted a custom survey to deepen our understanding of DeeBee's current consumers

• Audited all aspects of the annual marketing and innovation planning process and marketing capabilities, conducted extensive conversation and reflection on the business planning process

• Unpacked the founder's passion for inclusivity and her vision for how that should infuse the brand

DELIVERABLES

• Consumer Manifesto that described the Target Consumer

• New brand positioning and brand house that integrated the brand's source of differentiation with the consumer opportunity and included the founder's vision

• New brand story, mood board, design and tagline (overseen by Smoketown)

• Created OGSM process to align the team via a unified strategy and focus business resources on areas of highest impact

RESULTS

• Debuted the brand's new look and tagline at Expo West 2023 to rave reviews

• Oversaw new brand book development and website overhaul

• Significantly improved marketing- & business-planning process

• Deebee’s loved their Smoketown consultant so much that they brought her in-house to join the marketing team permanently