Growing a brand while the rules changed
New federal rules banned sampling and restricted marketing. The brand found a compliant way to let customers try the product, and became #1 in its region while the category shrank.
The situation
A consumer brand sold mainly through convenience stores in a category that had just come under federal regulation. Packaging needed new warnings and labels, whole styles of marketing were off-limits, and product sampling was banned. The category was already shrinking.
The work
- Rebuilt marketing to the new rules. Updated packaging and labeling, and retired any tactic that could be seen as appealing to underage audiences.
- Found a legal way to sample. Created flavor strips and sprays without the regulated ingredient, so adult customers could still try a flavor before buying.
- Won at the shelf. Custom displays, packaging design, and retailer-specific promotions and coupons built with each chain.
- Led with lifestyle, not product. Shifted brand marketing to a lifestyle-first approach within the new limits.
- Led the team. Four direct reports, plus agencies and designers.
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