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%.

elevating an iconic American brand

Drive brand equity and market share

Overview:  An iconic American brand under the Nestlé portfolio was losing market share and struggling to stay relevant with both general and Hispanic consumers. Despite strong brand recognition, it faced declining purchase consideration, outdated packaging, and a lack of modern marketing execution.

Solution:  Develop and execute a comprehensive modernization strategy that included a dual-market media plan, the brand’s first influencer program, and a full packaging transformation. Tailored communications were deployed across both general market and Spanish speaking markets, alongside a complete redesign to elevate shelf presence and drive renewed consumer interest.

Results: Achieved single digit topline sales growth and equally expanded market share. Influencer campaigns drove single digit incremental gains, while both packaging transformation increased brand distinctiveness and boosted purchase consideration by nearly double digits.

launch an innovation sub-brand for iconic brand

Engage lapped category users

Overview: As an extension of an iconic brand, we set out to launch a new sub-brand in the competitive frozen snack category. The goal was to grow market share across both niche and mainstream competitors. Success also depended on driving topline growth and managing cost efficiency across both general and Hispanic markets.

Solution: Test creation of a partnership sub-brands targeting lagging frozen snack consumers. Repositioned the sub-brand’s role in the portfolio, optimized product development and led GTM campaign approach including partnership marketing campaigns.

Results: Increased market share double digits in Y1 of launch. The initiative delivered both incremental topline growth and profitability gains while strengthening the long-term role of frozen snacks within the business portfolio.