Brand Reposition, New Creative Big Idea & media Campaign

Bring Relevance and Revenue Back To An Iconic Brand

Overview: Southern Comfort was an iconic global spirits brand that lacked relevance with active category consumers and revenue growth for years. The business challenge was to drive revenue and attract new consumers to the brand.

Solution: Reposition the brand from being your "binge buddy" to your "moderation mentor".  Introduce accessible creative sophistication, strategic partnerships and product innovation to reach a mentor consumer.

Results: 2Y global brand growth of +11.5% for the first time since 2017, US Household Penetration +33% and all-time high Volume Market Share +50 basis point lead over key competitors.

new-to-world brand for an eCommerce grocer

Drive Profitability And Market Differentiation

Overview: FreshDirect, a NYC-based online grocer, competes with Fairway Markets, Whole Foods, and others through its unique direct-to-consumer (D2C) model. However, at the time, was struggling to establish a profitability-focused differentiated brand assortment.

Solution: Create a proprietary, cross-category retail brand that is new to the market and deeply rooted in the values, needs, and desires of both the current best consumer and future growth consumer targets.

Results: Launched in under 12 months including consumer research, concept development, design, sourcing and supply chain management. Drove toplines sales from zero to $8.2 Million dollars with an average profitability margin of 30%.