Repositioning - Visual Example

Issue

Beverage start-up with consumer packaging (pictured at right) but no brand positioning.

Situation

An R&D technologist joined forces with an angel investor to develop a beverage product. While the product was superior to other products in the market in several ways, it was not positioned to meet a specific unique consumer need, its packaging was very similar to existing in-market products, and initial in-store test results were weak.

Assessment

Actions

Solutions

Conducted category assessment to identify consumer target and needstate gaps
Researched beverage industry
Analyzed results of in-store test
Assessed portfolio of original package designer and compared to those of others

Identified older women who consider themselves active as a good strategic fit and an unmet target in the marketplace
Positioned brand against this target
Developed Packaging Creative Brief which clearly defined brand position, essence and strategic goal
Collaborated with original package designer on differentiated packaging which aligned with the brand positioning

New packaging differentiated from competitors and aligned with brand positioning and target:

Note that the only difference between the two package development processes was the presence of the Brand Positioning and Creative Brief for the "After" bottle. The package designer was the same for both packages.