"Behold! The Wonders of Tart Cherry Juice."
Situation:
Our assignment was to reinvent and re-energize a scrappy, regional brand with a decisively small marketing budget. No easy task; Cheribundi competed in a category dwarfed by multiple billion-dollar brands with tremendous resources and following.
To disrupt the category meant encouraging people to question the ingredients, benefits, and artificial nature of well-established juices and sports beverages using only public relations and social and digital platforms as our stage.
Solution:
Most of the principal players leaned communications towards physical performance attributes, so we centered Cheribundi messaging on the extraordinary power of tart cherries and their ability to fuel better health and wellbeing.
We tapped into credible influencers (coaches, athletes, moms, dads, and celebrities) to challenge consumers to look beyond convenience and reach for the simplicity and honesty of Cheribundi for their family.
Results:
In less than six months, retail distribution nearly tripled, we extended the product line into the children’s beverage category, and delivered a 54% increase in year over year sales.
Activation:
Website launch SEO/SEM & Retargeting Public Relations
Retail merchandising support Industry/Trade shows